64. The Law of Security
The deepest craving of human nature is the desire for personal, financial, and emotional security.
This explains one of the most powerful of all motivations for the purchase of many products and services. An appeal to the need for security of some kind can be persuasive enough to overcome all concerns about price, timing, or inconvenience.
The first corollary of the Law of Security is The survival instinct is the strongest drive in human behavior.
Not only are we strongly motivated to make decisions that will assure our own survival, but we are even more strongly motivated to make decisions that will assure the survival and well-being of our loved ones. Whenever you can present a product or service in such a way that ...
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