Answer Quote by Lester Wunderman
“The most dangerous question a prospect or customer asks is "Why should I?" And he may ask it more than once... The product and its communication stream must continue to provide him with both rational and emotional answers.”
About This Quote
Source Marketing textbook: Direct marketing principles, 1995
Prospects ask “Why should I?” repeatedly; products must give rational and emotional answers continuously.
In simple terms: Customers need clear, compelling reasons.
Provide ongoing logical and emotional value.
Themes
Mood
Type
When to use this quote
- sales pitches
- advertising
- product development
Key Concepts
Questions to Reflect On
- How to balance logic and emotion?
- What sustains customer interest?
Over‑promising can backfire.