Why Do People Buy and How Can You Compel Them To Buy From You?

by on November 18, 2013

buyIncreasing sales is crucial in today’s competitive marketplace. If your site has taken a hit by Google and your traffic is suffering, converting the traffic you do have at a higher rate becomes even more important.

So, let’s start with the basics. Once you understand why people buy, you can better compel them to buy from you.

Below is a list of reasons why people buy, along with some tips and suggestions on marketing to people based on this reason for purchasing.

Basic Needs:   This is the most obvious reason and if you sell items that fall into this category, like food, shelter and clothing, you don’t need to convince people they need the product, you just need to convince them you are the one they should buy it from.  If you sell something that is related to basic needs, focus on that in your copy.  Make people feel like they need what you offer.

convenienceConvenience: People will buy something to make their life easier.  They will buy to save time, increase efficiency or make a task simpler/less work.  They will also choose to buy from a specific store or site because of convenience.  To compel visitors to buy based on this factor, you need to point out all the ways your product or service makes their life better/easier and you need to make it quick and easy for them to order.

Replacement: Consumable products need to be replaced and consuming a product doesn’t just mean eating. In this context, it means any product that you use and will either finish, wear out, break, outgrow etc.  This is a good business to be in – built in repeat business is a great thing.  If your product or doesn’t service doesn’t naturally fall into this category, get creative and see what you can do to get people to replace an old item with a shiny new one – from you!

scarcityScarcity:  I’ve said it before and I’ll say it again.  Fear of loss is a greater motivator than desire to gain.  Tell people they could miss out on something and they want it. Build scarcity (while still being honest and having integrity) into your marketing and you will likely see an increase in sales.  There are many different ways to create scarcity, depending on what product or service you offer. Get creative and play with this one.

Prestige, Pride or The Joneses: People will buy for personal enrichment, personal satisfaction, ego, pride or keeping up with the Joneses. Tell someone that a product will give them increased status or esteem with colleagues and friends, and they want it.  Most people will deny this and some might even think they are telling the truth when they deny it.  This often happens at the subconscious level.  Think of all the designer handbags with logos on them.  Women carry the status of that logo.  (Don’t get me wrong, I love handbags as much as the next girl, and the luxury brands are better made and oh so beautiful, but for so many women, it’s a status symbol).  Testimonials and stories of successful people enjoying your product/service will help in this area.  Also, comparing yourself to a “status symbol” brand and explaining the correlation helps.  Another good tip, if any celebs used your product or a product very similar, you can bet a certain segment of the population will want to get their hands on it.

pacifierSubstitute A.K.A. Binky/Soother/Pacifier: Simply put, if you can’t have or be the thing you want, you find something to make you feel better.  Maybe something pretty, maybe something shiny, maybe something that eases the ache in your heart.  If your product or service could possibly pacify someone that wants or needs something they can’t get, try playing with that in your marketing.

Price: If someone is going to buy something anyway, they will often buy from the place that gets them the best price.  But sometimes people will buy something that they had no intention of buying, because the price was too good to pass up.

Great Value: Again if someone feels a deal is too good to pass up, they’ll act on it.  Impulse purchases typically because of a great sale price or because a “freebie” came with the item.  People will pay more to get something free with their purchase.   Think of how you can bundle your products or services to increase the value you offer.

indulgenceIndulgence:  Everyone deserves a treat or splurge once in a while.  Especially at busy times of the year.  People are more likely to buy themselves a gift over the holidays than they are at other times of the year!  This one is easy to exploit, ahhem I mean use in your marketing.  Let people know the joy, luxury, sinful bliss they will enjoy by buying your product or service.

There are a ton of other reasons people will buy but this list gets you started.  Do yourself a favor, go through a little exercise.  Sit down and list all the reasons you think someone would buy your product or service.  Once you have this list done, take a look at how you can use that info in your marketing.  Look at your sales copy, your social media, your brochures or sales collateral. Get a little creative and watch the response.



{ 2 comments… read them below or add one }

Andrew November 22, 2013 at 1:09 pm

Hi Jennifer.
Thank you for showing me how I can get people to buy from me. It is always interesting to me to see why people do things like buying a certain product or use a certain website. Thank you for sharing this,
Andrew

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Jennifer Horowitz November 27, 2013 at 8:27 am

Andrew, Thanks for the comment. I’m glad you found the article useful! -Jenn

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