An interesting thing to always remember about clients and customers is the fact that they’re irrational.

As much as we would like to think it’s smart to give them logical reasons for buying from us, we have to remember that people love to be entertained, they love to be cool, and they love the unexpected.

We’ve all justified a car purchase, a new iPod, or sleek new jacket saying it would lead to more business, it would be better on gas, or it would save us time, but let’s face it… We bought them because they were cool.

How can you appeal to what people really want?

How can you make insurance, real estate, banking, accounting, or going to the dentist, cool?

Remember to always have logical data to support your cause, but always understand that it’s the illogical things that make people buy.