Marketing what you sell to customers (or clients) is a simple thing. Prospects who buy from you are looking to solve a problem they have – something that is causing them some physical or mental pain, confusion, or anguish.
If I want to buy aspirin it's because I have a headache (or I anticipate getting a headache and want the aspirin handy when the headache comes). If I buy a coaching program that teaches me how to advertise effectively on Facebook, it's because I have confusion about how to do that and know that I need help in sorting it out.
The big question is not why a prospect buys what she buys, but who she buys from. That decision is made on emotion, not logic. We think we buy based on logic but we don't – we buy based on emotional pull and then we justify what we've bought based on logic. (You can check out my blog post on Why Your Customers Really Buy by clicking here.)
Because customers buy on emotion, the copy in your marketing materials needs to have an emotional pull. Think about the advertising for the Super Bowl or for the Olympics – these often have a strong emotional pull to pride, or are funny, or foster a sense of being a part of a great event.
Here's a great list of why customers buy – the top motivating factors. You can use one or more of these in your marketing copy in many ways:
- In website copy
- In print materials
- In speeches
- In your “who and do what” statement
These motivating factors give you ways to weave emotional pull into your marketing. From top to bottom, here they are:
- Save time
- Save money
- Make money
- Avoid effort
- Increase happiness
- Find Success
- Be pain-free
- Better health
- Have fun
- Gain praise
- Feel safe and secure
- Feel liked or loved
- Be popular
Tip: You can keep this list of motivating factors near your computer for a quick reference. Every time you write copy for a sales page make sure you write at least two of these into your copy.
Your sales will increase if you pay attention to these motivating factors – you will gain an understanding of why customers buy from you and that will help you increase your income time after time. If you want more on this topic, I recommend Paco Underhill's book Why We Buy – The Science of Shopping.