Every once in a while someone will ask me if I’m a car enthusiast.

“Not really,” I respond. “Why do you ask?”

“Because you drive a Porsche 911 C4S. If you’re not a big sports car guy, why a Porsche?”

My only answer is this: It looks good. And because it looks good, it makes me feel good.

I had this one guy that knows a lot about Porsche ask me, “Why a 4-wheel drive?”

Again, all I could say is: It looks good. The 2-wheel drive has a narrower rear end. The C4S is like the Turbo. It’s got big wheel wells that extend over big tires and when you look in your side mirror, it looks like a monster. I just really like the look.

I have to admit, the fastest I’ve ever driven it is 130 miles per hour. It is supposed to go something like 182 miles per hour.

I honestly don’t know how much horse power the engine has. I know it’s a 6-speed manual transmission. It’s hard to get in and out of. It’s not very practical… but it looks good.

What’s the point? Well it’s relatively simple. People buy most things not because of what it is, but because of how it makes them feel.

And, there are two major feelings most people have. It’s either pain, and they really want to avoid that; or it’s pleasure, and they really want more of it.

I remember years ago I was comparing the Porsche 928 to the 911. And the Porsche salesman gave me a word story that sticks with me until today.

He said, if you want a Cadillac on steroids, where you have a cup holder and automatic transmission, but is fast and corners really well, get a 928. But, if you want to feel the road in your pants, if you want to glide around a corner with your hair on fire, if you want to hear the sound of an engine screaming in your ear as the tachometer redlines… you want a 911.

And then he had to stop to take a breath.

I bought that feeling. There was no way I’d ever drive a 928.

Forget for a moment what your product is or what your product does and think about the feeling people want to attain or avoid by having it. It’ll make your clients very happy and you’ll get rewarded with a big check as you go walking down the side walk loaded with pride.

Have you used emotions in your selling style? Tell me how. Does it work for you?