The more you discover about why people buy your products, the easier it is to influence them to buy more – or to persuade prospects to become new customers.
Plus, the more of these reasons you can fulfill with your copy (without going overboard) the better your odds of making the sale.
Here then are a dozen of the most powerful reasons why someone might buy your information product.
To make money. This one is easy; sometimes you’ve got to spend money to make money, like buying a course on how to invest in the stock market, or how to start a business. In fact one of the easiest ways to make a sale is to show that your prospect’s small investment can be turned into a much bigger return.
To save money. Buying a water filtration system can save a person hundreds of dollars over buying bottled water. If your solution saves money, show them how much. If you teach how to make money, show them not only that they can make money with your product – they can also save money by not making stupid mistakes. If you sell dating products, show them how finding the right person quickly will save a fortune in dinners, movies and bad dates.
To save time. Instant coffee, fast food and done for you solutions all fall into this category. So does anything that shortens the learning curve. If you sell courses, this one can be big. Do they want to build a business in six years? Or buy your course and build it in 6 months?
To feel important. No one needs a Rolex or a Ferrari, but they feel better about themselves when they own one. Status is hugely important to some people – why else would they spend hundreds and even thousands of dollars on a purse or a pair of shoes when something from the discount store would work just as well?
To make it easier. Let’s say you sell a big course on how to get a certain result through a series of steps. Yes, they could do everything you teach in the course – or you could offer to do the work for them for a price. They won’t have the hassle of doing it themselves, and they can be certain it will be done right.
To feel good. This one is broad and encompasses a lot of things. We feel good when we pamper ourselves. We feel good when we do something for someone else. We feel good when we’re furthering our education or providing for our future. Really, no one buys something to feel bad. The question to ask yourself is how does your product make your customer feel good?
To move us closer to our goals. Whether those goals are basic like food and shelter, or more grand like taking over the world, we will buy almost anything that will help us get whatever it is that we want most.
To move us away from pain. Whatever that pain might be – physical, mental, emotional – people will buy if they think it will help to ease or erase the pain.
To be superior. Granted, few people openly admit they want to feel superior, yet almost everyone does. This is why people buy products they think are ‘cool’ or will make them look good, like tattoos or fast cars. They’ll buy things simply because they’re new or upgraded, or because they’re better versions than what their friends have.
To keep up. People will buy something because everyone else has it and they don’t want to be left behind. Look at smartphones. The more people had smartphones, the more pressure there was on everyone else to get one, too. If your product can reach a tipping point of popularity, people will buy it simply because others have bought it.
To be a good fan. Football fans buy giant foam fingers to show they’re fans. Collectors of Coke products will buy anything that has a Coke name on it. People who love Apple will stand in line to buy the latest gadget. Followers of a particular blogger will buy that blogger’s new book without hesitating. If you can build trust with your community, you can get them to buy products simply because you recommend those products, whether they’re your products or someone else’s.
It’s on sale. Or scarce. Or both. Customers will sometimes buy things simply because they’re a good deal. If you don’t believe it, check out any black Friday sale – people line up to buy stuff they didn’t even know they wanted until they saw it was going to sell at a cheap price. People are also much more likely to buy if they think they’re going to lose the chance to buy because of scarcity, or the chance to buy at this low price because the price is about to go back up.
Bonus Reason: Because you orchestrated a marketing campaign that took away all of the risk and provided so many benefits, they couldn’t help but buy your product. And when they bought it, they did a little jig in front of their computer or holding their phone, because they were so happy they got it!
