Imagine this...
You're out shopping. You see something you want. Something inside your gut is triggered, "I want that!" Then your mind kicks in, "But.. You wrestle back and forth as you justify to yourself why it's a wise purchasing decision. (All the while, your gut is screaming, "Get it! Get it!")
Buying is often like this, right?
You see something and BANG! The core of your brain - the reptilian brain - grunts, "Ugh. I want that. I have to have that!" It's your "greed gland." Next your limbic system - the mammalian brain - gets hit with the emotional desire for the thing. The desire burns deep inside you (out of control if it wasn't for the next part of the brain).
Your neo cortex butts in. It asks for reason before making any rash decisions. So off your mind races, looking for good reasons why you need your initial, impulse desire. In your marketing message, you have to hit all three levels of the brain. You need to offer something desirable to your market, get their attention, and then give them lots of reasons and justifications why it's a wise purchase.
There are eleven TOP reasons why we buy anything:
1. Save time
2. Save money
3. Make money
4. Avoid effort
5. Increase happiness
6. Find success
7. Be pain free/better health
8. Have fun
9. Gain praise
10. Feel safe and secure
11. Feel liked or loved/be popular
Let's keep looking at how you and your market make buying decisions.
The 5 Steps Buying Process
Another way of looking at the process we all go through whenever we buy anything is the following 5 steps:
1. We are aware that we have a want/desire
("I have a problem with ____ /I want ______.")
2. We look around for the thing that will solve our problem
("What will fulfill/solve my want/problem?")
3. We choose the source of the solution
("Who/what will help me solve this problem?")
4. We accept the price ("Is this a fair price for what I'm getting?")
5. We decide if we need the solution now
("Why should I buy this right now?")
Try this enlightening exercise - it'll help you to start to think from the perspective of your target market when they are considering buying from you. List five purchases you've made over the last 30 days, why you bought them and your desired end result. Then make a chart to explore what drives you to buy. Use the descriptions below to guide your answers:
1. WHAT you bought - the tangible
Choose five purchases you've made recently. Pick big and small ticket items; products and services. We're going to analyze why and how you bought what you did, so choose a mix of things.
2. WHY you bought it - the benefit
You bought the tangible thing for some purpose - what was it? For example, if you bought a house, you wanted a place to live (and an investment). If you bought airline tickets, you wanted to travel to a location. There's always a benefit you get when you buy something you want. Keep your answers simple and direct - this isn't hard. Don't over think this.
3. Your MOTIVATION for buying it - the benefit of the benefit
Behind every benefit is another benefit - a deeper reason why. What was your motivation for buying this thing? Choose from the list of "Top 11 Reasons Why We Buy": save time, save money, make money, avoid effort, increase happiness, find success, be pain-free/better health, have fun, gain praise, feel safe and secure, feel liked or loved/be popular.
For example, the motivation for buying a house could be to make money, increase happiness, gain praise, and feel safe.
The motivation for buying an airline ticket could be to save time.
4. The HOOK - The end result you bought, what you REALLY bought
Finally, list the exact end result you wanted when you bought the product or service. It's the "sweet spot" deep inside you that ultimately made you buy. You were hooked and you bought. If you were to come up with a couple words that describes the end result you bought, what would they be?
The end result, or hook, for buying a house could be "Happy Family." The end result for buying an airline ticket could be "The Fast, Fun and Easy Way to Get to Where I Want."
5. Your Buying Decision
Go through your list of purchases individually and run it through the five step decision making process. Answer the following questions in your mind for each purchase:
* Were you aware of your want/problem/desire? How did you become aware of your want/problem desire?
* Where did you look for or find a solution for your want/problem/desire?
* How did you choose where you got your solution? Why did you choose this over a competitor?
* What was your process to accept the price?
* What made you decide that you needed the solution at that time?
Examining why you buy what you buy will help you in developing your marketing message. By offering a product or service that is desirable to your market, you will capture their attention, and be prepared with reasons and justifications as to why it's a wise purchase
Small business marketing coach, James Roche, shows you how to attract more clients, develop an internet marketing strategy and create your information products and programs. Discover his proven and practical marketing strategies with his free special report, "The Shift: Quit Struggling, Make a Difference and Join the New Rich" http://www.InfoProductGuy.com
ไม่มีความคิดเห็น:
แสดงความคิดเห็น