An in-depth look at why people buy what they buy.
At the most basic level, it’s important to understand that most people buy for one of two reason — they buy to move closer to pleasure or to move further away from pain.
.. People don’t buy a cherry red Maserati because it’s the logical thing to do — they buy it because it’s makes them feel something.
The same can be said for a $10,000 speaker system or a $500 pair of Denim Jeans or a $300 plate of caviar or a $1,000/night stay at a luxurious resort.
These decisions aren’t logical, they’re emotionally driven.
.. So, when selling a product that is pleasurable to your customer, be sure to consider triggering their emotions. Make them feel something.
.. People justify their purchases with logic.
In the previous section we discussed that when people make purchases to move them closer to pleasure they will make their buying decisions based off emotion.
.. When Mark goes out and makes the emotionally charged decision of spending $60,000 on a brand new Maserati, sooner or later he will have to answer the question, “Mark, why the hell did you spend a small fortune on a cherry red Maserati?”
This is where the concept of logic enters into the picture. Generally speaking, while people make emotional buying decisions, they will justify their purchases with logic.
.. People buy because other people buy.
.. There is a reason products “trend” on Amazon, they become increasingly popular as more people use them, wear them and show them off.
.. what’s very interesting about this concept of trust is that 84% of online shoppers are now trusting product reviews as much as recommendations from their actual friends.
.. As a marketer, be very aware of what your customer’s are saying both online and offline about your product or service. Not to mention, create products or services that are easily-shareable to strengthen their chances of going viral.
.. Ask your customers how they feel when they use your product. Pay extra close attention to the words and emotions they describe. Recycle their words and feelings and enhance them in your marketing messaging.
.. You need to find out the logic behind buying whatever you’re selling. I would start by asking your customers the following question — our product is kind of expensive, why did you spend your hard earned money on it? Their answer(s) will be heavily factual. They won’t say “because I love it and it makes me feel good”. They’ll be more likely to say something like “because it had features A, B and C and because it solved this specific problem.” Yes, this question will be a bit abrasive, but it is important. It puts the customer in the hot seat much in the same way if they were asked by a friend or family member. Once you’ve established the logical reasons for buying your product or service, this should also be included in your marketing messaging.
.. The Los Angeles Times had a story on Mr. Trump’s reaction to Mr. Kelly’s efforts at imposing order on the White House: “The president by many accounts has bristled at the restrictions.” The article quotes allies of the president describing him as “increasingly unwilling to be managed, even just a little.” A person close to the White House claimed Messrs. Kelly and Trump had recently engaged in “shouting matches.” In the Washington Post, Anne Gearan described the president as “livid” this summer when discussing options for the Iran nuclear deal with advisers. He was “incensed” by the arguments of Mr. Tillerson and others... An adviser said of Trump, “He’s lost a step... former chief strategist Steve Bannon warned the president the great risk to his presidency isn’t impeachment but the 25th Amendment, under which the cabinet can vote to remove a president temporarily for being “unable to discharge the powers and duties of his office.”
.. If you work in the White House or the administration and see what Mr. Corker sees, and what unnamed sources say they see, this is the time to speak on the record, and take the credit or the blows.
Even members of Mr. Trump’s own military appeared to take quick offense to their commander’s words. The Marine Corps commandant, General Robert B. Neller, said hours after the president spoke that racial hatred and extremism had no place in the Marines, citing its code of courage, honor and commitment.
He did not name Mr. Trump, but in a tweet wrote that there is “no place for racial hatred or extremism in @USMC. Our core values of Honor, Courage, and Commitment frame the way Marines live and act.”
.. What he did was a horrible, horrible, inexcusable thing.”
But he refused to explicitly say that the killing of the young woman was a case of domestic terrorism, saying only that “you get into legal semantics.”
.. The president’s raw and emotional eruption during a news conference about infrastructure was a near-complete rejection of the more measured language about the unrest that Mr. Trump offered in his brief statement on Monday from the White House.
.. Again and again, Mr. Trump said that the portrayal of nationalist protesters in the city were not all neo-Nazis or white supremacists, and he said it was unfair to suggest that they were.
.. He said it should be “up to a local town, community” to say whether the statue of Robert E. Lee should remain in place.
In her new book, Strangers in Their Own Land, sociologist Arlie Hochschild tackles this paradox. She says that while people might vote against their economic needs, they’re actually voting to serve their emotional needs.
Hochschild says that both conservative and liberals have “deep stories” — about who they are, and what their values are. Deep stories don’t need to be completely accurate, but they have to feel true. They’re the stories we tell ourselves to capture our hopes, pride, disappointments, fears, and anxieties.
It has a self-image of bravado and freedom from government intrustion, but not in regard to black people or women.