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Boldly Unemployed: Embracing Entrepreneurship, with Steve Chou
Afford Anything
The Importance of Emotions in Selling Products
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When starting a shop, people often worry about sales and product quality. However, it's less about the product itself and more about the emotions it evokes in others. Take Dr. Squatch, for example, a soap company targeting men. Men generally don't care much about soap, but Dr. Squatch sells by appealing to their desire to be attractive to women. By focusing on the emotions they can stir in customers, Dr. Squatch succeeds in selling a commodity product like soap. This approach aligns with the principles outlined in the book Cash Retising, which emphasizes the importance of instilling certain emotions in customers to sell effectively.
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