Buying Decisions are Made Based Upon Emotional Human Desires

And this definitely applies to Network Marketing.

Buying Decisions

If we will market to the five basic human desires of our prospects, we’ll get positive, emotional responses and buying decisions.

The most common human desires in all people are:

 (1) Companionship and love.

(2) Money.

(3) Desire to accomplish or to be famous.

(4) Sex.

(5) Respect and admiration of others.

Others exist, but these are the basic ones.

Here is a true story.

A two-week cruise with the most influential men and women in the world were aboard. Famous people were on the ship. Movie stars, rocks stars, country singers, politicians, world leaders, statesmen, CEO’s, titans of multibillion industries all congregated on a $1,400 a night cruise for two-weeks.

Ordinary people were on board also. Now, you’d think all those famous people would be the most interesting people that everybody aboard would want to be with.

Guess again?

Those famous people could not attract the attention that this one unknown lady sex therapist could. The famous people and the ordinary people wanted to surround her night and day just to hear her give advice on what makes men and women tick.

The lesson here is people are people. People have basic human desires.

Buying decisions are made by people based upon their basic human desires. People don’t make buying decisions rationally. Buying decisions are made on positive, emotional responses.  

Market to Basic Human Desires

How do we use basic human desires to build our Network Marketing business? By understand the real reason why people make buying decisions.

We are in Network Marketing. We have a great first sentence and benefit statement, “Get a $1,000 pay raise without telling the boss.”

Great! Does our prospect really want a $1,000 pay raise without telling the boss?


What our prospect really wants is to impress a girl he is dating with some nice gifts. Now, we can adjust our first sentence to the basic human need of our prospect to get respect and admiration of others.

— “Get a $1,000 pay raise without telling the boss to impress that love of your life with a few extra gifts that other people could not afford her.”

Ching. Ching. The shot lands dead center and the prospect makes the buying decision YES.

Let’s say you sold diet products. Your first sentence and benefit statement is “This herbal tea and coffee burns and eats fat cells while you watch television.”

The prospect ignores it. His buying decisions is negative.

What the prospect really wants is sex appeal. He wants to look good for his wife.

So, we adjust the first sentence and benefit statement to…

— This herbal fat burning tea and coffee eats up pounds making you look slimmer, sexier for your wife who demands you keep your shirt off while you are both home alone.”

Ching. Ching. The money comes pouring in.

Finding the Basic Human Desires of the Prospects

How do we find the basic human desires of prospects? Simply ask.

— If you had a realistic magic wand and could wave it and get any desire you’d like, what would it be?


— Tell me what your dream life looks like? Let’s say there’s this island of your FULL DESIRES, or the island of your dreams, where everything is wonderful. What’s your life like here?

Sounds a bit corny? Yes! Do they work? Yes!

Buying decisions are not made rationally. Buying decisions are made emotionally, based on human desires and positively.

Leave a Reply

Your email address will not be published. Required fields are marked *