Clever Examples of Buying Motives
Today we’re going to talk about some examples of buying motives.
One of the things I do best, is… I’m typically able to help clients charge more money for their goods and services… and I’m also able to increase response rates, significantly.
I’m not saying this to brag, because it’s NOT something I was born with, I assure you.
I’m only able to do this because I’ve worked very hard at it, hundreds and hundreds of times, day in and day out for almost 15 years now. And it’s a skill set I’ve deveoped, that I’m grateful for.
However, let me share with you, one of the biggest reasons I’m able to do this.
Like I said, it’s not some inherent talent, like hand-eye coordination great athletes have. Not by a long-shot.
The way I’m able to do this, is when I put marketing campaigns together…
I never think about selling. ALL I’m thinking about, is what motivates my buyer most?
At the deepest level of his consciousness, and further into his subconsciousness… I want to know what’s going on in there.
Because once you find out WHY your buyer wants something — in other words, what his buying motives are… all you need to do is match what you’re offering, to these motives… and you’ve got yourself a sale.
In fact, once you understand what their buying motives are, it’s almost an unfair advantage – like knowing what questions they’re going to ask on the SAT’s, before you get the exam.
For example, a lot of people think customers buy health and wellness products because they want to stay fit. They want to take care of themselves today so that in the future, their lives will be better.
And, truth be told… there is a part of these buyers who buy for this exact reason.
However, it’s not the majority. Few people are able to look at their health like this – especially when they’re younger. That’s like trying to tell a 19 year old, how important it is, to sock away money in IRA’s and retirement accounts.
That particular message doesn’t get heard very easily.
But when it comes to health and fitness, did you know a great majority of the buyers motives are based NOT on protection, but on FEAR?
Most people buy health and wellness products NOT to take care of themselves, but because they’re AFRAID of what’s going to happen if they DON’T take care of themselves.
This may sound surprising, but it’s the truth.
And it’s this way in a number of markets – you just have to do some digging to find out.
Take children, for example. You think most parents put their kids into extracurricular activities because they think it’s good for the kids, right?
And sure, a few of them do. I know that’s why we did.
But that’s NOT why most parents do this.
Most parents put their kids into these activities because they:
1. Think they are being good parents if they do this…
2. They want something to brag about…
3. And lastly, it’s an opportunity for them to get out of the house and show other people they’re being good parents…
How do I know this?
Well, the answer is simple. Between my 3 children, I have over 60 years of parenting experience (which sounds funny, considering I’m only 50). And during this time, we’ve coached all our kids in multiple sports… and gone to literally hundreds of events over probably close to a dozen or so activities.
Let’s see… football, baseball, T-ball, soccer, tennis, swimming, wrestling, track, cheerleading, boy scouts, girl scout daisies and brownies… and I’m sure there are a few other ones I’m forgetting.
And at all these events, during all this time… I’ve watched and listened and interacted with the parents there, and this is what I consistently observed.
So if you know these are the buying motives of this marketplace… all you need to do is address them, when you’re selling these types of products.
So think about “buying motives” more than “selling,” next time you’re working on a new campaign.
And if you have some new project you’re working on, and you need my help and want to discuss it with me, just let me know about it.
Have a great week.
Now go sell something, Craig Garber
How To Make Maximum Money With Minimum Customers:
Bodhisattva – Steely Dan (1973)