How to Figure Out Why Customers Buy From You
We all think we make logical decisions when we purchase something, don’t we? We like to make sound purchasing decisions. But what researchers have found is that 95% of our purchase decisions are actually emotional and made unconsciously. And after the purchase, we back it up with logic.
So is this really true? Think about it. I found myself ordering a beautiful pair of statement earrings last week. But here’s the thing. It’s COVID (again) and I rarely get out of my yoga pants and T-shirts and I rarely even wear earrings. So why did I feel so compelled to buy the earrings? I felt like I wanted to go out to lunch with friends. I wanted to feel trendy and have confidence (and those are emotions).
But what about something more practical, like a car for example. People like to think they buy a Mercedes because it’s a reliable car. And it is…the reviews back it up. But what if a junker was transformed to be a reliable car too? Would I still want it? I’m guessing probably not. Deep down, people buy a Mercedes, at least in part, because it gives them status.
That’s why I like to address this question before I do anything else with marketing: what are you really selling.
What are the Emotional Benefits are you Really Selling?
You may have a coffee shop and think you sell coffee. But what is the emotional benefit? A coffee shop is really selling community, friendship, a good feeling, and a warm memory. Do they need to have good coffee too? Of course; but it’s secondary.
Or if you’re a health coach, you might think people are buying your product to lose weight. But what will losing weight bring them? Likely confidence and self-worth. Or maybe a new love in their life.
Where Do Facts Come In?
Do buyers still need the facts? Of course. Even when I bought those earrings, I looked at the quality and the types of metals that were used in making them. And the price too. But that was secondary to my “oh, I like these earrings” response that I had. Often our temptation is to still give customers lots of facts and figures rather than appealing to their emotional subconscious. Remember, you’ll need to include the logical benefit too… but they are there to just to back up their decision.
My point is simple: identifying this part of your marketing before you start writing your website, ads, and so on will make your marketing so much more effective.
To figure out what emotions you can trigger when selling your product or service, click below to download my What You’re Really Selling Workbook. It will you determine what is underneath the obvious reason people will want your product or service.
Click here to get the free workbook!
