| Why They Buy... |
 |
 |
 |
| Written by Ben Clark |
| Friday, 23 July 2010 11:46 |
|
There are endless studies and polls every year revealing what motivates buyers to pull the trigger and purchase items. Many of them get very detailed and specific, yet, again, the core information to be extracted from these studies are lost in the complexity and details. A simple process I employ in nearly every evaluation I perform is to “reverse engineer” the process. Look at the problem from the bottom, and work your way backward to find the solution. Take a look at the buying process from a 10,000 foot view, and you’ll soon realize that there are two primary elements which persuade consumers to buy: 1. It fulfills a desire.2. It solves a problem.Forget everything you’ve thought about consumers “needing” anything. The marketplace almost never buys an item purely on need. If we did, everyone would be driving a 3-cylindar Hyundai instead of the variety of vehicles that populate the roads. It’s true that need may initiate the buying process, but it never closes the deal. Fear and desire are the two core motivators, pure and simple. So, whenever you’re evaluating your marketing message or materials, ask yourself these two basic questions: Does it fulfill a desire of the consumer?Does it solve a problem for the consumer?If it meets one or the other, chances are you’ve got a strong message or campaign. If it doesn’t, go back to the drawing boards. Add this page to your favorite Social Bookmarking websites |
| Last Updated on Thursday, 31 March 2011 08:12 |
