Why People Buy: Emotion vs. Logic in Business
Have you ever wondered why customers make a purchase? Alex Hormozi’s quote, “People buy on emotion and justify with logic,” reveals the secret to understanding consumer behavior—a concept every small business owner should know.
People don’t buy products or services because they’ve analyzed every detail. Instead, their decision is driven by the emotional outcome they anticipate. Whether it’s solving a problem, avoiding pain, or fulfilling a dream, emotion sparks the decision, and logic justifies it later.
For example, imagine someone considering a fitness program. They don’t buy because of the science behind the workouts. They buy because they picture themselves confident, energetic, and admired. Only afterward do they point to credentials, testimonials, or pricing to rationalize their decision.
As a small business owner, understanding this dynamic can transform your sales approach. To connect with your customers, focus on the emotional impact of your product or service. Ask yourself:
What problem are you solving for them?
How will your solution make them feel?
For businesses offering bookkeeping services, this principle is equally powerful. Clients don’t hire a bookkeeper just because of credentials or software expertise. They make the decision because of the emotional relief they feel knowing their finances are in expert hands. At DBR Bookkeeping, we see this every day. Dr. Bryan Raya, a QuickBooks ProAdvisor, helps small business owners reduce stress, gain confidence, and focus on growing their business—because they know their books are accurate and in order.
Here’s how to apply Hormozi’s wisdom in your business:
1️⃣ Lead with the emotional benefits of your service. Highlight how it makes life easier, less stressful, or more fulfilling.
2️⃣ Support the emotional appeal with logical proof, like certifications, reviews, or guarantees.
Emotion drives the sale. Logic seals it.
At DBR Bookkeeping, we understand the importance of connecting with clients on both levels. Let us help you focus on what you do best—growing your small business. Schedule a consultation HERE!
Contact us today and let’s start Doing Business Right! 🚀