Jeremy and John break down the two emotional drivers that make people buy: current pain and fear of future pain. They use housing examples like unsafe neighborhoods and unaffordable payments, then show how reliving those pains and projecting future ones creates urgency to change.
What are the two biggest emotional drivers that causes a human being to want to change? Pain and the fear of future pain. John, give me some examples of current pain they might be going through that you help draw out of them while you're in the conversation.
House is a dangerous neighborhood, and because of that I'm not able to walk their kids outside. Things like that. Maybe they inherited the property. There is a ton of memories. Housing payments are going up. Insurance, like there's a big one in LA right now. They don't really know what they're going to do to keep up with the house or it's not insured anymore. Those are all.
And everything that he just said is also a fear of what? Future pain.
What happens if the house burns down. Yeah, I don't have fire.
Yeah. Does that make sense, guys? Now, some people say to me, and it's usually not men, sometimes it's women. And I'll get off at an event where I'm training an audience and they'll be like, ah, Jeremy, I love these questions, but I have a hard time wanting my prospects to feel pain because I feel bad for them. And I'm like, well, I feel bad for them too, because if you can't help them relive their pain and have a fear of continuous pain or future pain, then they feel no need to change.
