The Most Important Reasons 'Why People Buy' ... Part II
This double series began last time. With the first 13 in the set of
Why People Buy. People buy things every day. Some things as common as basic food items
costing a few pennies, to things as exotic as automobiles with 6 figure
price tags. Each buying decision satisfies a need. Every time a person
buys, they do so for a reason.
Let's continue our look with the second 13 of this collection
Reason #14. To take advantage of certain opportunities.
Every now and then an opportunity presents itself. It "jumps"
at us. It drops on our door step. It "pops" at a time and
place we could not see, until it happened. So, we quickly get ready
to move. To take action. To buy.
The product or service could be just about anything. Something financial.
A gift idea just when you're thinking about what to buy your best
friend. A "surprise" offer from company A, who never does
anything like that.
When you create an opportunity of special appeal to your marketplace,
you're opening the door to turn more prospects into customers.
Reason #15. To be popular with friends, at work, with family
Reason #16. To "belong" to a specific group
Even the most quiet like to be liked. No one wants to be unpopular.
And some truly want to "belong". To a group, an association,
be included in the mix with others. It could be social, political,
religious, business or something else ... they want to be part of
Recently I was a spectator at a local bowling event. Went along for
the 'ride' - to watch only. What I saw was the reason why the
bowling league existed. It had very little to do with bowling and
a whole lot to do with people. People who wanted to be together -
the sport gave them a reason.
Not all can be leaders of a group ... all can be a piece of the pie.
As a group. As an individual. And all can buy.
Reason #17. To be happy
Reason #18. To be healthy
Reason #19. To attract the opposite sex
When you're happy and healthy there is a good chance you will
attract the opposite sex. Because you're open and expressive and demonstrating
your good feelings.
This is not to say you're running a dating service. It just means
people who look good and act nice get together with other people who
feel the same way.
The tough part of this collection is "happy". Healthy is
black and white. Most of the time. You are either healthy today, or
you are not. Happy is something entirely different. It comes from
inside - has peaks and valleys. What makes one person happy turns
another away. Today you're up, tomorrow you're not.
Yet, when you put them all together you have a set of reasons why
Reason #20. To support a course or cause
It could be political. Religious. Social. Environmental. Economic.
It could be for an association or organization. A school or city.
It could be on behalf of children or seniors. Singles or couples.
It could be all fun or very serious. Doesn't matter - people become
passionate about what they believe in. And ... they spend their money
on what they have become passionate about.
Over the years I've worked with a couple of charities. When I talk
to those who live it daily, you can "see" it in their eyes.
And truly "hear" it in their voice. Sometimes it is a laugh,
sometimes a cry. Always there is a passion.
Know this to be true -- these people spend money on what they believe
in. They buy!
Reason #21. To satisfy an appetite
Reason #22. To satisfy a curiosity
This package of two is tied to the word "satisfy".
Appetite can be food - it can also be just about anything else. Some
have an "appetite" for gardening. Others for mountain climbing.
Or automobile racing. Doesn't matter what, when someone leans strongly
one way, and you can get them to lean your way, you've just got yourself
a new customer. Maybe for life. Because you satisfy them.
Curiosity many times will feed an appetite. When one is into anything
new, new from scratch or new to the platform you're already standing
on, curiosity happens. We talk about "curiosity of a cat"
- when they look, sniff, paw at something they haven't experienced.
Well, people do that, too. And when you find such a person ... they
will look at what you have to offer. Create curiosity and you can
create a customer.
And know this; 'satisfy' is tough to do. One person is easily satisfied
at the entry level. To another it is 5 star/gold medal/blue ribbon
before you hear them say they're satisfied.
Reason #23. To enjoy freedom from worry
This is another tough one. The word "worry" is what makes
Some people worry about all sorts of stuff - and others worry about
very little. If anything. For some life just flows. For others it
is a constant race.
When you have an offer that frees the mind to avoid, or ignore, anything
worrisome, you've got a winner. Of course, you have to know generally
what your audience worries about.
Are they concerned about timing? Delivery? Follow-up? Training? Back-end
service? What your competition offers as better, or cheaper, or more
up to date? Whatever it is, know certain will always worry. Be prepared.
And prepare your offer accordingly.
Reason #24. To own beautiful things
People say, "Oh, I want to buy that ... it's so beautiful".
They don't say the reverse.
Yet, what is beautiful? You have to know your audience. And
maybe even each member of your audience. At least the groups within
For clothing, color and style are important elements in beauty. A
house can be beautiful. Or have a beautiful garden. Let's take motorcycles;
to a younger crowd beauty is different than to an older group. Which
is why Honda offers 52 variations on a half-dozen product lines of
On the opposite side, sometimes we say something is so ugly it's beautiful.
What we probably mean it's so different, unusual, out of character
in it's field, that it's worth attention. People don't go looking
to buy ugly ... they most certainly do go looking to buy beautiful.
Reason #25. To feed their ego
Everyone has some ego. For some it's important to flaunt ... for others
ego is under a basket.
Everyone knows what they're good at. And when they're honest with
themselves, what they are not so good at. Yet, for ego minded people
what "I" have accomplished is much more important than what
"we" did. For those people a key word is "limited"
... Limited Time Offer ... you must buy by 'X' date. And Limited Number
Offer ... there will only be a few of this product.
Offers of status and position are key. Titles are important. Position
is important. For these people you make a promise you can keep - that
offers an ego trip. Dinner with a star. A ride around the race track
with the winner. Back stage after the concert. Front row seating.
This is a good time to remind ourselves our audience is the most important
part of every marketing program.
Reason #26. To love and be loved
Love ... another word difficult to give a definition. At least one
accepted by all. It's one of those things you "know". And,
Yet, to say "I Love You" is understood by others. Still,
it does not fit everywhere. Or everyone. Certainly not every time.
The word Love is sensitive. It is passionate. And it is personal.
The word makes sense ... even when you can't put a definition to it.
So, when you have an offer to make that can express love, you have
an entire world as your prospect. Isn't that lovely!
So, in this double set, 26 reasons Why People Buy. Not
a complete list. Still, complete enough to allow you to do some creative
thinking next time you're looking for an offer for your audience.