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Scorecard Marketing by Daniel Priestley and Glen Carlson, framework 1 of 7

Emotion, logic and urgency

The three psychological ingredients that must be present for a sale.

Daniel Priestley and Glen Carlson's framework, from Scorecard Marketing, pp. 18 to 46.

  1. Emotion

    The buyer feels respected, understood and trusting, and sees an emotional pay-off.

  2. Logic

    The buyer sees the practical case: return on investment, cost-benefit or a comparison with alternatives.

  3. Urgency

    The buyer feels a cost of inaction, such as missing out, a higher price or lost availability.

From chapter: PART ONE The Philosophy Of Generating Warm Leads, pp. 18–46

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