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.