Roy Williams

Happiness rarely triggers commerce. Unhappiness often does.

Purchases are triggered by dissatisfaction with the way things are. We purchase when we have a need, a desire, an itch to scratch. We want to change our condition, our surroundings, our state of mind. We buy because we are dissatisfied…

…To increase your sales volume, you must identify the dissatisfaction that lurks in the heart of your customer. And then you must shine your flashlight of words into that darkness …

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