Using The 7 Basic Human Emotions in Your Sales Funnel: Joy

There are 7 basic human emotions: Anger, Fear, Disgust, Contempt, Joy, Sadness, Surprise.

These are root emotions from which all other emotions spring. (Read more about them here). These 7 emotions are at the core of what drives our decision-making.

If you understand these emotions and build your sales funnel around them, you can sell more.


Weirdly, joy is the only fully positive emotion of the 7 emotions. (Surprise could be positive but it could also be negative; the rest are negative emotions).

Joy is easily the most popular emotion that sales funnels sell to. Different sales funnels will call it different things (depending on what you’re selling) but it boils down to joy. Some sales funnels will explicitly call it happiness or peace of mind, and some sales funnels will implicitly sell to joy by selling about some of the things people think positively about — success, wealth, health, etc. So if you are a real estate professional and you are selling a couple on why they should hire you to list their home, you are selling the concept of joy… joy in how quickly you’ll sell their home and how much you’ll get for it. If you are selling in the e-business space, you are also selling the concept of joy… joy in how the person will be able to quit their job and enjoy the freedom that wealth brings.

  • You cannot overstate joy. Don’t soft-sell it. Focus on the benefits as much as possible. Get people feeling joy while they read your sales copy.
  • You don’t have to use the word “joy”. Just make sure you stir up some happiness with every sentence.
  • Push your sales funnel prospect to think further: If you are selling something and you only talk about its successful achievement and you don’t focus on the joy they’ll feel afterward, you haven’t gone far enough. So if you’re selling a stock trading software system and you talk about how they’ll trade successfully, you’ve only done half the job. Talk about the joy they’ll feel when they can brag about their success and the money they’ll have when they trade more effectively.
  • Use descriptive words. Avoid cliches.

Joy is one of the only “pulling” emotions in your sales funnel. The others are “pushing” emotions because the sales funnel contact buys from you to avoid those other emotions but with joy, they are buying from you to get that emotion.

Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and he's a real estate investor and a copywriter for real estate investors.

4 thoughts on “Using The 7 Basic Human Emotions in Your Sales Funnel: Joy

  1. Sell the benefits, not the features.
    The benefits will allow the customer to slip into the frame of mind that places them into the picture (house, product, etc.) while the features are nothing more than an impartial list of aspects that may or may not resonate with them at the time.

  2. Hi Aaron,
    Talking about Sales funnels,that goes with pretty good. especially
    /*Joy is one of the only “pulling” emotions in your sales funnel. The others are “pushing” emotions */
    that is true..

    talking about the implementing part,i welcome you to check and review

    which is a wordpress theme build for selling stuff online.. i find the delayed add to cart button feature to be so relevant to your market.

    Going with my imagination,If People in your market are selling through live seminars,now they can record a live presentation and make it online on a page and reveal the add to cart button only when they reveal the product/price of product.

    Nivas K

    P.S: i really welcome you to check this link. this is not one of those back link building gigs :)

    1. Thanks for the note, Nivas, and for the recommendation of your software. I can see the value of revealing the add-to-cart button when the product or price is revealed — it can help increase a sense of value of the webinar while also making the call-to-action clearer when it’s the right time to buy.

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