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Mauro Libi Crestani: You have to create a positive customer attitude toward your product

By Mauro Libi Crestani. Buying decisions are always the result of a change in the customer's emotional state. While information may help change that emotional state, it's the emotion that's important, not the information.

Our emotions trigger us to buy. Don't make the mistake thinking that people buy what they need. People buy what they want. Needs are driven by logic while wants are driven by emotions.

If you figure out the key to how to appeal to a customers wants  then you can find more eager customers.

This is all about………  ‘Positive Marketing.’

You have to create a positive customer attitude toward your product.

The $200 pair of  jeans that you are selling has to be the one that teens find appealing. They could easily let their mom pick out a $15 pair of jeans, but that is not what they want and their wants dictate their needs and therefore it is not what they will buy.

Does your marketing give off a positive appeal to your target customers and create a positive want. A desire so strong that they have to have it.  Like the sports car commercial or ad showing that beautiful young girl, that your midlife male customers want to attract with his purchase of this fancy sports car.

Don't mistake your market for "everyone who needs your product". You will waste time and money trying to convince people who need your product to want it. The best target market for you is people who want your product. They may or may not need it. As long as they want it they might buy it from you. Consider what you bought lately that you did not need but you wanted.

You might feel that you need a glass of wine, a shot of scotch or a beer at the end of a tough day - but the reality is that you want it. We all need to eat - but no one needs a Sirloin steak, deep-dish pizza or Black Forest cake. We eat those things because we want them.


Come up with a positive message appealing to the wants of your customers. To their desires and their wishes and their dreams. Make them understand that if they buy from you, it will make them happier that they did so. Keep in mind the following question ----- Why do we buy? We buy because of emotional wants. You will be more successful when you market and sell to the emotional wants of your prospects by Mauro Libi Crestani.

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