Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.


Power Direct Marketing: The Book

Why People Buy

People make buying decisions. Not companies. People are individuals and your message must be to people as individuals and not as a mass or a number.

In 1924 an anonymous author stated that the 5 motives to buy were love, gain, duty, self-indulgence, and self-preservation. Today they can be capsulized in 4 general motives:

  • To be liked
  • To be appreciated
  • To be right
  • To be important

The late Ed Mayer listed 26 "Reasons Why People Buy." Here they are:

  1. To make money
  2. To save money
  3. To save time
  4. To avoid effort
  5. To get more comfort
  6. To achieve greater cleanliness
  7. To attain fuller health
  8. To escape physical pain
  9. To gain praise
  10. To be popular
  11. To attract the opposite sex
  12. To conserve possessions
  13. To increase enjoyment
  14. To gratify curiosity
  15. To protect family
  16. To be in style
  17. To have or hold beautiful possessions
  18. To satisfy appetite
  19. To emulate others
  20. To avoid trouble
  21. To avoid criticism
  22. To be individual
  23. To protect reputation
  24. To take advantage of opportunities
  25. To have safety in buying something else
  26. To make work easier

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