August 28 , 2001 Volume 1 Issue 14
Why People Buy
The second most important element in every marketing campaign, behind selecting the right audience, is having the right offer.
An offer is a reason for your prospect to consider becoming your customer. It is more than features and benefits of the product or service. It is an "extra", a bonus, it is in addition to what the customer will gain when they do business with you.
Offers are frequently mis-understood. Or overlooked. Sometimes viewed as a cost, rather than an incentive. Or thought of as unnecessary, because "I've got what the customer needs".
Which misses the point. Of course, you should only be talking to those who need what you sell. Yet, an offer, many times, is the difference between meeting your objectives, and not. It's what pushes you into the forefront of consideration. It's what turns a shopper into your buyer.
The top 26 reasons Why People Buy list begins with these two;
1. To make money
2. To save money
Which is not a surprise. And there is a reason I put this set first. Every campaign is measured by a financial result. Sooner or later money comes into question. Did we make it, earn it, save it, invest it, donate it ... something about money. Money in any form will get attention.
3. To save time
4. To avoid extra effort & work
5. To make work easier, more pleasant
These three are also a collection. Separate. Different. And tied together. For when we save time we most often do so for a benefit. We become more efficient, hopefully more effective. Which may make work more enjoyable and allow more time for other things. When we save time it is most often used for something else in our life or our work ... something we want to do, vs. need to do.
6. To protect their family
7. To provide for their family
Family plays a huge role in many peoples lives. Often "family" is extended to others outside the blood line. An association or club, at work or church, a group of neighbors and other friends. For those close to us we'll do most anything to "protect".
Next, many work and give their entire lives, exclusively for others ... their real family and others they've adopted. They are providers.
There is a lady in my life who gave and gave and gave ... and truly did nothing for herself until her entire family was gone. She looked around, and for the first time began to think about herself. She had both protected and provided for others exclusively for the first 50 years of her life. She has many associates.
8. To feel important and significant. Not certain which of these two descriptions is key. Guess it depends on the individual. And circumstances.
Your product and service will affect how you talk and what you say. With time and experience you'll learn when "important" is the word ... when it should be "significant". Another lesson in making certain you have the right audience to talk with from the beginning.
9. To build a financial & secure future. Everyone wants to do better than they already have. And they want their family to have more. More of just about everything.
They see their kids going to a top school - and graduating. They want their home to be in a better neighborhood ... bigger and nicer. They see a new car in the driveway - every year. And their later years as one big playground of fun and games. They work toward a specific set of ends.
For many work achievement is all about financial security. Providing for their loved ones in a way all are comfortable.
10. To be in "style"
11. To be an individual
Fashion is about style and individualism. So are fast and fancy cars. And 5 star resorts. Brand name products.
Younger people and the wealthy tend to be more style conscious than others. Certain industries, and companies, scream "style". Where the women all wear dresses and the men 3-piece suits. And behave a set way. Belong to certain clubs. Go to the "right" events. Because that is expected by their marketplace. i.e., insurance for an industry. And a number of old line manufacturing companies, too.
The opposite is being an individual. Where these same groups - the rich and the young - also like to standout. And be different.
My avocation and radio work takes to motorcycle events around the country. Honda Gold Wing riders have a different perspective on style and individualism than do Harley-Davidson riders. And yet, many suppliers sell to each - successfully. Because they have selected the right message for each audience.
"Individual Style" is a challenge. As it is why certain people buy.
12. To avoid criticism from family, friends, at work
13. To be recognized by others
This set is at opposites. No one craves criticism ... even when they appreciate the value in the comments.
Most everyone enjoys a level of recognition - provided it's positive. Which most criticism is not.
So, this pair of reasons why people buy both conflict and compliment one another.
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.
When you create an opportunity of special appeal to your marketplace, you're opening the door to turn more prospects into customers.
15. To be popular with friends, at work, with family
16. To "belong" to a specific group
No one wants to be unpopular. Even the most quiet like to be liked.
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 the gang.
Not all can be leaders ... all can be a piece of the pie. And all can buy.
17. To be happy
18. To be healthy
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.
The tough part of this collection is "happy". Healthy is black/white. You are, 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.
Yet, when you put them together you have a set of reasons why people buy.
20. To support a course or cause. It could be political. Religious. Social. Environmental. Economic. Business.
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 become passionate about. They buy!
21. To satisfy an appetite
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.
23. To enjoy freedom from worry. This is tough. The word "worry" is what makes it tough.
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.
24. To own beautiful things. People say, "Oh, I want to buy that ... it's so beautiful". They don't say the reverse.
Sure, 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.
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" ... there will be only a few of this product. And offers of status and position are key.
This is a good time to remind ourselves our audience is the most important part of every marketing program.
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, yes, "feel".
Yet, to say "I Love You" is understood by others. The words make 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, the top 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.
In September & October I've a number of speaking engagements.
Wednesday & Thursday, September 26 & 27 I'll again be in Baton Rouge with the Louisiana Travel Promotion Association. Doing a set of 4 programs ... contact Danny Young at firstname.lastname@example.org for more. The travel people in Louisiana are a fun group. You would be, too ... if you worked with Danny and the LTPA group!
Thursday evening, October 4 in southern California, for the Los Angeles Direct Marketing Association, I'm on the program for their annual "school". Bob Armstrong is the man ... email@example.com. Bob has a second job making this learning session happen each year - it is good to be going back.
For the 13th consecutive year I'll be presenting at the Direct Marketing Association Annual meeting - this year in Chicago. October 27-31 are the dates - visit the DMA web site for details; www.the-dma.org. Not all will be on-line yet, yet it will be soon. Keep checking - this is THE big DM event of the year.
The Joy of Change
We have a new telephone area code: 928.
Which means just about everything we own must be changed. At no small expense, either. So be it.
The 928 number is now active ... and so is the old 520. The old is scheduled to hang around until the end of 2001 ... and then disappear.
What is also disappearing is our old fax number. With E-mail fulfilling so many options, we've decided to offer only a single fax number; +1+928+244-6148
If you'd like to update all your records now, all of our current info is near the bottom of this page.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.