In this month’s Gold Nugget I want to take you back to a fundamental marketing principal – the two real reasons why any of us buy anything. Understanding this is like unlocking the key to the vault. Once you understand the real reason why someone is buying your product or service, you can carefully tailor your words – your sales copy, your sales pitches, your in-person appointments – to resonate with your prospect at an even deeper level, quietly speaking to their “secret need.” Here are the only 2 reasons why we buy: 1) We buy a solution to our problem and/or 2) We buy to get transference of feeling. I think the first reason is obvious, the second reason less so. How many times have you rushed to buy something because without realizing it, the actual act of making the purchase, rather than the thing itself, is what makes you feel great? I’m guilty as charged. For example, one of my private clients www.NourishMD.com specializes in helping moms find safe, natural alternatives to kid’s health problems, they’re also strong advocates of the REAL food movement. Just searching their website makes me feel like I’m a better mom, and when I reach for my credit card and buy their homeopathic flu remedy or a bottle of probiotics for River, subconsciously I’m already congratulating myself for being a “caring, health-conscious mother for my child.” It’s not that I don’t want what I’m buying – of course I do – but the instant gratification I secretly want is the transference of feeling. That feeling is addictive. How many times have you gone out and bought something that made you feel instantly better, instantly happier or self-assured only to quickly forget about it and “rediscover” it weeks or months later, by which time it feels like a bit of an anti-climax?
Ok, so now you’re armed with this “insider” knowledge about your prospects. What are you going to do with it to help them and to help you?