December 4, 2015 -- People have a tendency to be egocentric, meaning&#160;centered around the ego or self. We all see the world in terms of how it relates to us personally. So when your message asks someone to do something, it must also answer the unspoken question, &#8220;What&#8217;s in it for me?&#8221; On a deeper level, the question might be &#8220;How does this give me feelings of personal worth?&#8221;December 11, 2015 -- People look for value. Value is not a fixed number. Value is relative to what you&#8217;re selling, what others charge, what the prospect is accustomed to paying, how badly the prospect wants it, and how the prospect perceives the difference between your offer and others. You must demonstrate a value that seems to be equal to or greater than the asking price. The greater the value relative to the price, the more likely people are to buy.December 18, 2015 -- People think in terms of people. The human brain is not a computer, calculator&#160;or information processor. Its&#160;primary function is to deal with social interactions. Remember how some mathematical questions in high school were stated as real-life situations? They were always easier to understand and solve than abstract problems. Your company message, therefore, should feature people through names, personal pronouns, quotes, testimonials, stories, photos of satisfied customers, etc...December 25, 2015 --&#160;You can&#8217;t force people to do anything.&#160;When people buy, it&#8217;s not because you wield some magical power over them.&#160;You can urge. You can push. You can entice. But ultimately, people do what they want to do. This means your job is to show how what you&#8217;re offering meets their needs.The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage/MyersBizNet management or associated bloggers.