03 Apr Do people want to buy from you?
I’ve been having lots of conversations just lately with business owners about marketing their business and it got me thinking about what makes me buy from a business.
We know about the ‘know,like and trust’ factor and how marketing is really about building relationships and connecting with your future clients, but what are the emotional triggers that put you in that state of mind where you just have to buy something?
Is it just me or do you get excited when you’re away from home and see a shop or something to buy that reminds you of home?
I’ve been to Hong Kong and got very excited to see a Marks and Spencers – I even had to go in and buy my husband some socks that he didn’t need! So, what was going on there – am I just really sad or did the sight of something familiar in a foreign land give me that warm reassuring feeling that led me to buy?
I’ve done similiar things all over the world – Boots seems to be a particularly reassuring shop for me to find, even though I don’t use it that much in my home town. I’ve been into Boots in Thailand to buy shower gel and I even get a bit excited to see one when visiting other places in the UK shouting ‘look, there’s a Boots!’, while my family look at me sadly.
My point is (yes I do have one) sometimes we buy things just because it makes us feel good and not because we need it.
There are all kinds of emotional triggers taking place when we decide whether to buy something or not. What emotions is your brand triggering for your customers? Are you reassuringly consistent? Are you exclusive and triggering that desirability for prestige? Maybe you’re using temptation and the lure of something you really shouldn’t have (think cream cakes ‘naughty but nice’, or numerous chocolate bars).
Customers needing what you are offering is a great starting point but, let’s face it, do they really need it? Instead consider how you create people who really want to buy from you and how you want them to feel when they are buying from you.
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