I sold a guitar the other day. The gent who bought it said that he had left his truck running outside my office while he tried the guitar. He explained that his vehicle needed a starter, and if he shut it off, he may not make it back to work. That being said, he took all the money he had in his wallet and happily purchased the beautiful instrument that he had made sing so well.
This is the type of passion that we can only hope to tap into as marketers. No ad or program could create the need that this gentleman had for that guitar. We need to tap into the customers’ passion and learn to speak their language if we want to motivate them.