Marketing is most effective when it focuses on the desired End Result, which is usually a distinctive experience or emotion related to a Core Human Drive. The actual function of the purchase is important, but the End Result is what the prospect is most interested in hearing about.

​

Effective marketing makes your prospect want what you have to offer. In order for a prospect to be willing to pay you perfectly good money for what you’re offering, they must want what you have. If your marketing activities don’t produce some visceral feeling of Desire in your prospects, you’re wasting your time and money.