Why Do You Buy?

Posted: 27th February 2017

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By: Naomi Johnson

Why Do You Buy?

Have you ever bought something as a result of seeing an ad?

Can you remember what was in the ad that made you want that product or was it a subconscious influence?

It’s all about the brain – and your emotions.

There are three sections to the brain:  outer,  middle, and reptilian.

The youngest part of the brain is the outer layer. It is responsible for such things as processing the written language, complex thinking, calculating, and rationalizing your decision.

The middle section of the brain processes emotional responses.  It gives you a gut feeling on your decision.

The oldest part of the brain is the reptilian area. (AMYGDALA)

The amygdala is responsible for instinct and survival.  Its main focus is to avoid pain. This area makes our decisions.

The brain accounts for only 2% of our body weight, but uses 20% of the body’s energy.  Our bodies are optimised to conserve energy –  hence the brain will only activate all its regions when it’s a case of survival –  and avoiding pain…

When writing marketing copy, creating graphics or videos, we need to think about what drives a customer to buy –  and crucially, what initially attracts their attention.  We need to get the reptilian brain activated!

An Important Reminder

Yes, it’s REALLY important!

When writing your marketing messages, always direct them to your ideal (target) client and use a conversational tone as if speaking to someone you know – use language they will relate to, not “corporate-speak”

You should have a clear idea of your ideal client – demographics, lifestyle, where they hang out etc.  You can’t market to everyone – “spray and pray” doesn’t work.

How Do I Identify My Ideal Client?

Think about who you love working with –  who really appreciates you and would be happy to recommend you?  Who do you find it easy to work with – who do you get great results for?

Your ideal client could be a specific business type.

Or, your “niche” might be a particular problem or situation that clients experience.  My ideal client is a female coach, consultant or therapist, aged 35-55, who struggles with online marketing and needs help with “techy” stuff.

Once you identify your ideal client, you’ll find it much easier to define your USP (unique selling proposition) – that sets you apart from all the other businesses that offer a broadly similar service.

Don’t fall into the trap of thinking that marketing in this way stops you from working with other clients –  it doesn’t.  It simply means that your IDEAL clients will be more easily attracted to what you offer, and in time, you’ll end up working with MORE of your ideal clients and less of what you might call “bread & butter” clients.

The Big Question – How Do We Get More Sales?
1. Tap into your prospect’s PAIN POINTS.

Describing your product or service just won’t work!  How many websites do you see that simply list what the business offers?  It’s always good to apply the “so what” test:

e.g.  “we have over 20 years experience working with private and corporate clients.”

SO WHAT??  How will that help me?

“With 20 years’ experience in the private and corporate sectors, we cut through the confusion and do whatever is necessary to get you the best mortgage for your needs.”

That sounds more enticing, doesn’t it?  They’re going to get you the best mortgage, based on YOUR needs.  They’re focusing on YOU.

Do you know your customer’s pain points?  If not, ask them.  Do an online survey if that’s easier.

2. Appeal to their innate selfishness.

Use the word “YOU” repeatedly.  It’s the most persuasive word in the English language.    The vast majority of websites are full of “WE” –  as are elevator pitches at networking groups.

3. Show Contrast – Before And After

The pain, then the relief from that pain.  This works especially well with images and/or video.

4. Demonstrate Value

The reptilian brain understands only a few words at most. The optic nerve connects directly with it – meaning that images and/or videos are vitally important.

Use short sentences and simple language.  A powerful statistic can often work.

Record a short video of your product in use, demonstrating how it solves the prospect’s PAIN.

Show an image of the customer’s improved situation after buying your product / service.

A visual representation of your offering helps the prospect to understand your meaning without involving the higher, cognitive parts of the brain.  Simple and direct!

Include a few testimonials on your sales page or in your email.

Social proof is hugely valuable.  How many times have you bought as a result of recommendations from your friends on social media?

5. Appeal To The Emotions

Visual images that tell an emotional story can be powerful. A story helps the consumer to understand how your information applies to them. Video is even more effective here, because it engages both the auditory and visual senses, thereby enhancing attention and memory.

Final Thought

The reptilian brain is more drawn to negative emotion (remember – survival instinct) so, in your marketing  messages, always focus initially on the PAIN.  Using the strategies described in this article will give you a great start in your quest to get more sales.

Need help with this?  Contact me.