This can be a very powerful tool when used correctly and tactfully. People buy because they are looking for an easier way to make money. Free or next to free is a very powerful offer. People buy because they want to have their dreams fulfilled. If people believe your product or service will allow them the lifestyle or time to live out their dreams your phone will ring.
People buy out of fear - fear of loss, fear of being left out, fear of rejection.
Fear is a powerful motivator. You might be thinking your product or service doesn t fit into any of the above buying influences, but let me shed some light. I have yet to see a product or service that cannot be positioned to match one of the five listed above. What you need to do is use as many as possible of these five in your ads, sales letters, TV commercials, or phone scripts. Let me give you a great hint - look at car ads.