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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.” quote by Lester Wunderman
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“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.”

Lester Wunderman

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.

Key Takeaway

Provide ongoing logical and emotional value.

Themes

marketing customer psychology communication

Mood

strategic insightful

Type

business educational

When to use this quote

  • sales pitches
  • advertising
  • product development

Key Concepts

value proposition trust emotional appeal

Questions to Reflect On

  • How to balance logic and emotion?
  • What sustains customer interest?
A Different Perspective

Over‑promising can backfire.

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