People do more to avoid Pain then to gain Pleasure
People do more to avoid pain than to gain pleasure. Stefan Neuss of WERA Capital Partners explains why this simple rule should shape every product and marketing message.
Why do people buy what they buy? According to Stefan Neuss, founder and managing director of WERA Capital Partners, the answer is simpler than many business owners think. People do more to avoid pain than to gain pleasure, and every purchase decision is driven by one of these two forces.
Two forces behind every decision
Neuss explains the first force with an everyday example: a trend such as drinking matcha. When a drink becomes part of a social group's identity, many people join in mainly so they are not seen as outsiders. The motivation is not enjoyment. It is the wish to avoid the discomfort of being left out.
The second force works the other way round. When people want something badly, a relationship, a status symbol, an experience, they are willing to invest time, money and effort to get it. Here the motivation is reward, not fear.
"These are the two driving forces in every human being," Neuss says. "It really is that simple, and it is the foundation of human psychology."
What this means for business owners
For entrepreneurs the lesson is practical. Every product or service should answer one clear question: does it help the customer avoid a problem, or does it help them gain something they want? Companies that can answer this question precisely find it much easier to explain their value.
This matters most in marketing, and especially online. Customers scroll quickly and decide within seconds whether a message is relevant. A business that states clearly which pain it removes, or which benefit it delivers, stands out from competitors who only list features.
A simple test
Neuss recommends that owners review their website, adverts and sales conversations with this principle in mind. Is it obvious which pain the offer takes away? Is the gain described in words the customer would use? If not, the message needs work.
"If you communicate clearly whether you help people avoid pain or gain pleasure, you will win," he says.
WERA Capital Partners supports business owners who want to apply this principle in structured performance marketing. Readers who want to discuss their own situation can book a 15-minute private consultation with the team.