Often businesses create products and services prior to asking themselves how to motivate people to buy from them.
What are the key reasons people buy? And, why should they buy from you and not somebody else?
Today, more than ever, people buy what they WANT rather than what they NEED. It’s quite a paradox if we face the following example where people struggle to put food on the table but have the newest 40’’ 3D LED TV with satellite system.
If people buy what they want and crave for, rather than buying what they need, how should your company market?
How to motivate people to buy from you
There are two critical factors that motivate a person to buy: pain and pleasure.
1. Avoid PAIN
People buy stuff because they want to avoid pain.
Example: Volvo is not the prettiest of cars, but still sells very well in Europe. Why is that? Volvo sells well because people want to avoid the pain associated with car accidents. Volvo is perceived as one of the safest cars on the market.
2. Gain PLEASURE
The second most common reason why people buy is because they want to gain pleasure from a specific product or service.
Example: People who decide to buy an exclusive Mercedes, do so because they want to gain pleasure – comfort of the car, status symbol etc. They don’t buy a luxury car because they need it. A Ford or Toyota would have done the job just as well.
Should you consider these insights when marketing your products and services? Yes, you definitely should. How to motivate people to buy what you offer?
TIP: Sharpen your marketing message and pitch your product / service not as something they need, but as something they absolutely MUST HAVE.
But before you focus on your marketing message on how to motivate people to buy from you, make sure you identify your target audience, and know everything about their pains and pleasures.
You are either in the problem solving business or pleasure sharing business.
What was your biggest take away regarding how to motivate people to buy?