Eight years ago, I was obsessed with psychology and its applications for marketing.
I learned about something called Emotional Marketing based on the premise that people buy emotionally, and then justify the purchase rationally. Once you understand the emotional buying trigger, you can use it in your marketing.
The challenge is that most people aren’t aware of their underlying emotional motivation for a purchase, nor would they admit that to a marketer if they were.
So these researchers developed a painstaking process in focus groups, repeatedly asking, “What’s the benefit of that? And what’s the benefit of that?” until the core emotional driver emerged. It was always revealed as one of four categories:
- Self-Actualization; Healthy Narcissism – “I feel more attractive to myself.”
- Interpersonal Love & Romance – “I feel more attractive to others.”
- Nurturant & Parental Esteem – “I’m a good parent.”
- Altruism & Societal Esteem – “I’m a good person.”
What’s fascinating is that even a seemingly random purchase, like an ugly Christmas sweater, might ultimately be driven by a desire for Interpersonal Love (feeling more attractive to others). In other words, it’s not what you’d expect.
While I’m no longer comfortable with manipulating emotions to drive sales, one key insight from this exploration has stuck with me:
The real reason you want something probably isn’t what you think.
You need to identify what you really want so you can look for it in the right place.
Here’s how I see it…
Beneath those psychological drivers, everyone is looking for an enjoyable feeling.
Peace. Love. Acceptance. Safety. Happiness.
We chase those feelings through money, relationships or business success, thinking those things will finally make us feel the way we want to feel.
But no external thing can give you a feeling.
Not the money in your bank account or the partner on your arm.
Enjoyment is always available to you right now, regardless of your circumstances. The moment you stop thinking anything else, life simply…feels good.
Of course, your experience of enjoyment will come and go – but that doesn’t change the fact that it’s available.
This is the hidden philosophy behind The Awakened Business:
✨ Enjoyment is the path to everything you seek. ✨
Success. Security. Freedom. Even enlightenment.
Enjoyment is both the journey and the destination. You have it before you even leave home.
And when you create from enjoyment, not only do you feel good in the process, you often end up creating something truly amazing.
Speaking of enjoyable creations…
Our IMPACT members have been following this very path, creating offers from a place of inspiration and play. Today is the final day of our Silent Auction, where you can see (and bid on!) some of the incredible services they’ve crafted.
Bidding closes at 9pm ET TONIGHT, April 4th.
Don’t miss your chance to explore, support and maybe even grab a life-changing offer at an amazing price:
https://www.theawakenedbusiness.com/auction2025/
Yours in love and play,
Steph
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