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by John Ingrisano

The Freestyle Entrepreneur

Pain or gain?  That is why people buy – always! 

As Entrepreneur Dan Paulson points out in his book, Apples to Apples: How to Stand out From Your Competition, “every purchase is an emotional purchase.”

Your product or service either takes away the pain (I need a car or else I must walk to work.) or offers some kind of gain (My new phone does more and costs less.) 

Your job?  It is to help them either understand the pain of not taking a desired action (If you do not buy this product for your business, you will fall behind your competitors.), or to see how this new product or service will make their lives better/easier/happier/etc. (Investing in this class will show you how to get more done in less time, giving you more time for your family.) 

What to do:  When crafting your marketing materials and sales presentation, always keep the pain-and-gain concepts clearly in mind.  One or both are the reasons behind all decisions to buy or not to buy.   

Work hard.  Make money.  Have Fun.  And sell to the key elements of pain or gain. –

John R. Ingrisano

The Freestyle Entrepreneur


Every purchase is an emotional purchase….  People are primarily motivated to buy by two factors – pleasure and pain.  A business has to offer products or services that reduce pain, increase pleasure, or do both.” – Dan Paulson, president, InVision Business Development

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