People buy on emotion.

This thing will:

• Make people love me.
• Help me feel better.
• Change my life.

Logic comes in afterwards for justification.

This thing was:

• An awesome deal.
• Able to do all the things.
• Proven to be a smart decision.

It seems, then, there’s a big opportunity to counsel people who are struggling to logically justify their purchase.

So go empathize.

(And then let them know you can help them get the right one when they’re ready.)