Tony Robbins says people are motivated by only 2 things – Avoiding Pain and Seeking Pleasure.
And you’ve likely heard that people make buying decisions emotionally – and then justify them logically.
But did you know the 7 reasons why people buy?
Knowing these 7 Reasons Why People Buy Will Increase Your Sales!
If you can keep these 7 reasons top of mind for your business, you’ll be much more effective with your advertising efforts and in helping to solve the problems your customer is facing – making them much more willing purchasers.
People generally make buying decisions for one of these 7 reasons:
- Make Money
- Save Money
- Save Time
- Save Effort
- Improve Health
- Increase Pleasure
- Eliminate Pain
As you can see, the last 2 could encompass the entire list, but for the purpose of this article let’s break them down and take a closer look.
1) Make Money – Who doesn’t want to make more money? With the possible exception of those who’ve been raised to believe that having money is evil (which is just plain wrong), I can’t imagine there are many people who don’t want more money. If you have a product or service that can legitimately help people make more money in an honest, ethical and legal way, then it’s your duty to find a way to introduce it to as many people as possible.
2) Save Money – Saving money is something I’ve always prided myself at being able to do. I started reading David Bach’s Finish Rich books back in my 20’s. I never was a latte drinker, but his “Latte a Day” formula was very popular for introducing the idea that your small daily purchases are costing you in a big way. Show people how to save some money on things they do everyday and you have yourself a winning formula. Just ask David Bach.
3) Save Time – Time. Everyone needs more of it. It’s the one thing on the planet you can’t get more of. Once it’s gone, it’s gone! People are constantly on the look-out for new ideas on how to save time, from fast food (yuck!) to quick oil changes and done for you services. Anything that saves someone time is likely to get their attention.
4) Save Effort – This one is similar to the time saver idea, although somethings just take as long as they take, and there isn’t a way to shorten the time involved. There is often though a way to do it better with less effort. Think of the snow blower instead of the shovel, or better yet, the Snow Blower Shovel! OK, maybe that one’s a bad idea. When I think of this category I think of things that are often “convergent” or bringing things together. ie. The camera in the smart phone. Instead of having to carry around both a camera and a phone, you now only need the phone. What other “save effort” ideas do you have? Leave a comment below.
5) Improve Health – This is a big one. Probably a multi-billion dollar industry right there just in products and services designed to help people improve their health – not including the entire medical profession! Nearly everyone is dealing with a health issue of one sort or another. Whether it’s simply wanting to lose weight, or gain weight, grow hair, remove hair, get fit, learn to swim – you name it there’s a demand for it. New products are being created and released daily, and they always seem to have a market for them. Hopefully if you’re in this industry you have a legitimately helpful product and you’re not just selling snake oil to make a buck. Fortunately there are a ton of great products out there and if you have one, there’s a huge market for it too.
6) Increase Pleasure – If you thought the last category was big, this one is huge! As I mentioned earlier this reason covers a lot of the list by itself, although I’ll touch on why it’s such a big motivator. Let’s face it, people are simple. We all want pretty much the same things. To be loved, to have more time for ourselves, to enjoy nice things, to travel and explore etc. So if you have a product that can provide one of those core desires for me in a way that I can take advantage of it simply, and easily I’m IN! The challenge with conveying this to the market is that far too often people don’t even know what they want. If you ask the average person on the street what they want, they’ll stammer and stutter and won’t be able to give you a clear answer. The trick for you as a business owner is to find a way to convey what your product or service offers in a way that people say “Hey, I WANT that!”
7) Eliminate Pain – This may be the biggest motivator of them all. While people will go to great lengths to Increase Pleasure and all of the other reasons to buy listed above, they’ll do almost anything to eliminate pain. Just think for a second about your own life. If you had a massive, pounding headache and someone came to you with a surefire cure, wouldn’t you pay just about any reasonable amount for it if it made your headache go away?
Now that you know all 7 of the reasons people buy, what can you do with them?
My suggestion is to look for the ways you can incorporate these motivations into the messages you use to sell your product or service. The key is to talk about the specific way your offer does one of the above things in a way the prospect can relate to in his or her life situation.
And what’s the best way to do that?
Facts tell – Stories sell!
People relate to stories, especially if they can see themselves in the story you tell. If they can imagine what you’re describing as something they’re going through or have experienced, then you’ve got them engaged in your message. If you just list a bunch of features your offer provides, they’ll maybe scan it over and dismiss it. Look for ways to tell more stories in your marketing and you’ll find a whole new client base hungry for what you offer.
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