I never felt like less of a man than I did in that moment.

I was the “proud” new owner of a minivan.

I’d just spent $35,000 to discard any remaining vestiges of my manhood.

Now, what I really wanted was a gigantic, gas-guzzling, completely impractical SUV.

The reason was simple:

When I drove that monstrosity down the road, I felt like a man again.

The SUV “only” cost $65,000.

The minivan was far more practical and a much better fit for what our young family needed at the time.

It also cost $30,000 less than the SUV and the gas mileage was twice as good.

And yet, I’ve never been more miserable making a purchase in my life!

Therein lies the lesson of this note: We buy based on emotion.

We buy, to quote Seth Godin, based on how the process makes us feel:

We later go back and justify our purchase with facts, figures and stats, but we never buy because of those things.

(We might tell ourselves we do, but in reality, we’re using those stats and figures to make ourselves feel like we’re getting an amazing deal.)

If, like me, you sell products or services online for a living, you must make someone feel something as part of the process.

That’s why, on my LinkedIn training for business webinars, I use video clips of people frolicking on the beach, playing with children, scaling mountaintops and other emotional imagery.

When I put together my Webinars That Work webinar training that shows you how to sell your products and services using webinars, I include emotional imagery and even ask the audience questions designed to provoke an internal, emotional response.

For instance, one of the biggest benefits of how to do a webinar is discovering that you get to stop trading hours for dollars.

To really emphasize that point, to really help my audience feel that benefit emotionally, I ask them this question:

“What would you do if you had more time in the day? Would you travel? If so, where would you go? Would it be more time with your kids? Would it be taking on that passion project or hobby you’ve always wanted to do?”

If I’m doing a live or hybrid webinar, I also ask the audience to share their answer in the comments.

I then riff and engage around those answers, getting people even more fired up as they share an emotional dream or goal they have.

Now, this technique is not meant to manipulate or deceive.

Rather, it’s meant to help people feel the massive benefit of how webinars help them stop trading hours for dollars.

And, once they do, they get excited, and they want the tool (my Webinars That Work online course) that will help them achieve that feeling.

See how this works?

Take a look at your own life, your last few purchases, and tell me it’s not true!

Also, if you want to take a deeper dive on this topic, make sure you grab a free copy of my book, Content Marketing Made Easy: