🔎 Introduction

Every person you sell to is trying to meet some emotional need.
Even if they don’t say it out loud. Even if they don’t fully realize it.

In this lesson, we’ll explore a framework called the 6 Human Needs — originally shared by Tony Robbins — and how these invisible forces shape every buying decision.

Once you understand them, you’ll be able to spot what truly motivates your buyers and craft offers that connect more deeply and sell more easily.

🎯 Objective:

Identify and leverage the 6 emotional needs that drive every customer’s decision. This helps sellers align their offer with deeper motivations — making their message far more persuasive and sticky.**

📖 Quick story:

Think about someone who signs up for a gym membership.
On paper, they want to “get fit.”

But underneath that?

• Some want certainty (better health, fewer risks).

• Some want significance (to feel attractive, admired).

• Others want growth (pushing their limits) or connection (working out with a group).

Same product.
Completely different reasons.
That’s why sales scripts don’t work without emotional insight.

📚 Teaching: The 6 Core Human Needs (Framework)

1. Certainty — We want to feel safe, in control and secure.

2. Variety (Uncertainty) — We also crave surprise, excitement and change.

3. Significance — We need to feel important, unique and respected.

4. Love / Connection — We want to feel seen, appreciated and part of something.

5. Growth — We want to improve, evolve and expand.

6. Contribution — We want to give back, make a difference and matter to others.

Everyone values all six — but most people are driven by 1-2 dominant ones.
And your buyer? They're not just solving a problem — they're trying to meet one of these needs.

💡 Examples in Real Offers:

• Fitness coaching?
  —> Certainty (health), Significance (appearance), Growth (discipline)

• Design services?
  —> Significance (brand image), Contribution (serving a mission), Variety (creative)

• Online business coaching?
  —> certainty (income), Growth (learning), Connection (community), Significance (status)

🧭 The Mirroring Technique

One of the most powerful ways to use this in conversation is through mirroring.
This isn’t just repeating their words — it’s reflecting their emotional needs back to them.

✅ Example:

If someone says:

“I’m just tired of doing everything myself. I need to feel like someone has my back.”

You could respond with:

“Sounds like this isn’t just about getting help — it’s about finally feeling supported and in control again, right?”

That’s mirroring their core need: certainty + connection.
When you do this, people feel understood — and we trust people who understand us.

🧠 Why This Works (Psychology)

This framework is built on behavioral psychology and motivational theory.
Here’s why it matters:

• When someone sees your offer, they don’t just ask, “What does this do?”
  They ask, “Will this help me feel how I want to feel?”

• If your product or pitch meets their dominant emotional need, it creates instant alignment.

• This creates emotional resonance, which is a precursor to trust and buying.

• It activates the brain’s social validation circuits, tied to empathy and belonging.

• It reduces resistance by making the buyer feel seen before they’re sold to.

🧩 How to Use This in Sales:

• Ask questions that help uncover their top emotional driver

• Mirror their words using their dominant need (e.g. "So this is about feeling in control again?" = certainty)

“If you know what someone’s core need is — you can speak directly to their emotional truth.”

✍️ Exercise: "Needs Mapping"

1. Write down your product/service.

2. For each of the 6 needs, ask:
   → Does my offer meet this?
   → If yes, how?
   → If no, could it?

✅ Example:

Offer = Personal Branding Coaching

• Certainty: Gives clarity and control over your reputation

• Significance: Makes you feel proud of how you show up online

• Growth: Forces you to articulate who you are and own it

Now your sales message becomes grounded in emotional truth.

🧠 Summary

In this lesson, you’ve learned:

• All buyers are emotionally motivated by one or more of 6 core needs

• Mirroring is a technique to reflect those needs in conversation

• Understanding emotional needs creates faster connection, trust, and sales

📚 Assignment

Choose 3 people from your life who’ve made major purchases recently (car, phone, coaching, course).
For each:

1. What was their stated reason for buying?

2. What was their emotional reason, based on one of the 6 needs?

Reflect on what this tells you about how buyers really behave.

💬 Takeaway Quote:

“Sometimes, raising your price is what makes people buy — because it tells them the offer is significant.”

Next: Lesson 1.3 – Emotional vs Logical: What Drives Action? ⬇