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.
Tiffany deSilva says
February 17, 2014 at 11:07 amI love the handy list, Sue! It is so important to have a good understanding of what motivates your particular clients to buy and definitely incorporate that in your conversations with them, in whatever form they take place.
Mitch Tublin says
February 16, 2014 at 9:28 pmYour list is a perfect reminder for everyone when they are conducting their marketing efforts.
Sue Painter says
February 16, 2014 at 10:50 pmThanks, Mitch.
Pat E Perkins says
February 16, 2014 at 4:05 pmYes, Sue – we (including myself) buy on emotional and then justify it with logic. Having the list you provided handy is a great visual reminder…pep
Pat E Perkins, CPCC
Career Advancement Mentor
Sue Painter says
February 16, 2014 at 10:51 pmPat, I remind myself of that (for me) all the time…..I think I’m being “so logical” LOL!
Sue
Jessica says
February 16, 2014 at 3:12 pmThis was perfect timing! I copied the list and put it on my computer just like you advised. Great article!
Mary Ellen Miller says
February 13, 2014 at 9:12 pmExcellent list Sue and some great points to ponder. I agree that saving time is huge for people.
Sue Painter says
February 16, 2014 at 10:51 pmMary Ellen, Yes, the “done for you” services are in demand more than ever.
Heidi Alexandra says
February 13, 2014 at 2:00 amGreat reminder thanks Sue – agree all marketing needs to have an emotional pull – I recently saw the Wolf of Wall Street movie and he definitely worked a lot of these motivating factors.
Trudy Scott Food Mood Expert and Nutritionist says
February 12, 2014 at 10:44 pmWhat a great list and reminder as we speak or create marketing copy. I’ll be printing it too – thanks!
Sue Painter says
February 16, 2014 at 10:51 pmYou’re welcome, Trudy. You know I learned this from several people, including our mutual friend James.
Katherine C. H. E. says
February 11, 2014 at 6:11 pmSo good to see that list again!
I remember reviewing the Sham-Wow informercial at a seminar and discovering that they hit on all of those either directly or indirectly in their brilliant campaign. I won a package of Sham-Wows (which don’t work, but they keep selling because their marketing has people believe they’ll solve ALL their problems) from our mentor Ali Brown for pointing out how the infomercial addresses all 13! 🙂 I AM going to print that list out and put it next to my computer. POWERFUL, POWERFUL stuff!
Love,
Katherine.
Katherine C. H. E.
Author, Be True Rich
Sue Painter says
February 16, 2014 at 10:52 pmYou’ve got a great memory – that commercial did it all!!
Aimee Wilson says
February 10, 2014 at 10:56 pmI love this Sue. I haven’t seen a list like this in 1 place. Thanks!
Sue Painter says
February 16, 2014 at 10:52 pmYou’re welcome, Aimee. 🙂
Susan DeMilia says
February 9, 2014 at 3:16 pmHi Sue!
Great post about customers and their reason for buying from you. Emotion, not logic! I have printed the list of motivating factors and tacked them to my office wall!
Sue Painter says
February 10, 2014 at 8:39 pmGood for you, Susan! I do the same!!