Why People Pay
It’s crucial to know why someone buys from you. More often than not it turns out to be rooted in emotion. Without understanding the emotions involved, you can’t tell the story your customers want to hear.
It might be:
Necessity:
Food, shelter, warmth
Fear:
Health insurance, home security, PayPal
Fear of Missing Out:
Time-limited offers, Glastonbury
Ease:
Amazon, Deliveroo,
Perceived Value:
A coffee in Starbucks is worth more than that Nespresso at home.
Scarcity:
There’s no other, iPhone XYZ.
Tribes:
Members only, concerts, Facebook.
It Feels Good:
Volunteering, donations, mentoring.
To Project an Image :
Harrods plastic bag, Cross Fit, organic.
What’s your story?
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Written by : Mark Rowland
Mark's been working in and interested in all things marketing since 2010.
