Thursday, February 3, 2011

Why People Buy Things

In this final installment of "Why People Buy Things" we're going to cover the number 1 reason why most people will buy anything, and it is the most important reason of all for so many reasons and on so many levels. We're talking about quality of life.
Let's face it, when it comes down to the bottom line, the main reason most of us do anything, outside of those of us who spend our lives doing charity work, is that we want a better life for ourselves. Not only for ourselves, but for our partners and children as well.
We may not conciously say to ourselves when we go to purchase something that we are making this purchase because we want a better quality of life, but deep down inside that is exactly what is going on and to try to deny it would be pointless.
So, how can we, as marketers, capitalize on this or take advantage of this?

Well, the first thing YOU as a marketer must do is look at your product or service and honestly answer this question. "How can my product or service improve a person's quality of life?" Simple enough question. And if you know your product or service as well as you should, then you should have no trouble answering it.

When you've done that, all you then have to do is take your answer and make it part of your ad or site itself. You need to let potential customers know how your product or service is going to give them a better quality of life.
For example. Let's say you're selling a home cure for acne. How can this give somebody a better quality of life? Many ways. For starters, they'll look better once they use your treatment so they'll feel better about themselves. They won't be self concious about going out in public. Most likely they'll have an easier time meeting new friends or even that special friend.
If this isn't an improved quality of life then I don't know what is. On top of that, they'll actually be healthier because of it.
What if you're promoting a money making opportunity, which so many of us do? Well, this is also very easy. What you do is not so much promote the opportunity but how that opportunity can make people more financially secure because of all the money they're going to make with it.
This financial security will improve the quality of their life because they won't have to worry about not having the best food, clothes, medical care, shelter and other things. They'll be able to provide for themselves and their children. That's what this is all about.
You must have seen those sales pages with pictures of the author stood next to their expensive car, lovely home, on a luxury holiday etc. They all go into re-enforcing the quality of life aspect.
This is the absolute number one reason why people buy things and should be a strong theme running throughout your own sales letters.
If you can't look at your product or service and come up with at least three ways that it can improve the quality of somebody's life, then you really have to seriously reevaluate what you're selling. If you can't come up with anything good about it, how do you expect potential customers to be able to do the same?
Quality of life. It's the bottom line.

~ Peter Tremayne

a la

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