“I only know about four things when I create an ad – love, hope, hate and fear”. 

This is a quote by Bob Goodman from the book, The New Prince by American political commentator and author, Dick Morris

What’s the point in sharing this quotation with you?

Simply this.

When you are prospecting for business keep in mind the emotions of love, hope and fear (omit hate). These three emotions are the hardwired reasons why prospects buy. In particular, hope and fear will be pivotal.Continue reading