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 Translate Into YOUR Dialect Today's Feature Article
Why People Buy
Perhaps you already know why people buy, but do you know all
51 reasons?
The more of those reasons you know, the better you'll be able
to market. By Jay Conrad Levinson Geoff Ayling, in his superb
book, Rapid Response Advertising, provides wannabe guerrillas
with a full fifty reasons why people buy.
There are really far more than fifty, but I have a feeling
that these fifty will get your creative juices flowing. People
make purchases for these, among many reasons:
To make more money even though it can’t buy happiness
To become more comfortable, even a bit more
To attract praise because almost everybody loves it
To increase enjoyment of life, of business, of virtually
anything
To possess things of beauty because they nourish the soul
To avoid criticism which nobody wants
To make their work easier - a constant need to many people
To speed up their work because people know that time is
precious
To keep up with the Joneses there are Joneses in everybody’s
lives
To feel opulent: a rare, but valid reason to make a purchase
To look younger due to the reverence placed upon youthfulness
To become more efficient because efficiency saves time
To buy friendship. I didn’t know it’s for sale, but it
often is
To avoid effort because nobody loves to work too hard
To escape or avoid pain which is an easy path to making
a sale
To protect their possessions because they worked hard
to get them
To be in style because few people enjoy being out of style
To avoid trouble because trouble is never a joy
To access opportunities because they open the doors
to good things
To express love: one of the noblest reasons to make any
purchase
To be entertained because entertainment is usually fun
To be organized because order makes lives simpler
To feel safe because security is a basic human need
To conserve energy: their own or their planet’s sources
of energy
To be accepted because that means security as well as love
To save time because they know time is more valuable than
money
To become more fit and healthy seems to me that’s an easy
sale
To attract the opposite sex: never undermine the power
of love
To protect their family: tapping into another basic human
need
To emulate others because the world is teeming with role
models
To protect their reputation because they worked hard
to build it
To feel superior which is why status symbols are sought after
To be trendy because they know their friends will notice
To be excited because people need excitement in a humdrum
life
To communicate better because they want to be understood
To preserve the environment giving rise to cause-related
marketing
To satisfy an impulse: a basic reason behind a multitude
of purchases
To save money: the most important reason to 14% of the population
To be cleaner because unclean often goes with unhealthy
and unloved
To be popular because inclusion beats exclusion every time
To gratify curiosity: it killed the cat but motivates
the sale
To satisfy their appetite because hunger is not a good thing
To be individual because all of us are, and some of us
need assurance
To escape stress - need I explain?
To gain convenience because simplicity makes life easier
To be informed because it’s no joy to be perceived as
ignorant
To give to others: another way you can nourish your soul
To feel younger because that equates with vitality and energy
To pursue a hobby because all work and no play etc. etc.
To leave a legacy because that’s a way to live forever
I must add one more area about which you should be creative,
one more reason that motivates people to make a purchase,
and that area deals with pain. Thomas Jefferson said,
The art of life is the art of avoiding pain; and he is the best
pilot, who steers clearest of the rocks and shoals with which
it is beset. More recently, Sam Deep and Lyle Sussman, who
wrote Close The Deal, teach the importance of pain and the ways
to learn where it resides. If you know exactly, you’ve got
a heckuva great starting point for your creativity.
There. Now that you've got 51 ways to win the hearts and
business of your prospects, I think you'll have an easier
job of winning sales and profits.
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