Uncovering what motivates purchase decisions.
Last week, I discussed how a Web site must communicate confidence to meet a potential customer's needs and to successfully persuade. Another element, less obvious but no less critical, is value. Not just value offered to customers but also values regarding you: who you are and why you're in business.
When a brand conveys its core values, it creates a foundation for communicating trust, credibility, and confidence.
Abraham Maslow identified core values as "meta-needs." These needs can't be permanently satiated. Esteem, love, safety, and physiological needs aren't perceived as needs once they're satisfied, just as hunger isn't felt once the need is met. Meta-needs are never completely filled. Meta-needs Maslow identified are:
Maslow didn't finish the list; we could add others. He postulated people spend their lives in search of peak experiences to achieve self-actualization.
Understand motivations and needs is fundamental for persuasion. You'll be more successful motivating a dog with meat than a carrot. Let's explore why people buy.
Everything that can be sold falls into one or more category. You can sell stuff, provide a service, supply information, or entertain. Doing business requires understanding who needs your products and why they'd choose you. Why should a customer choose your company or product? Who would the product appeal to?
This isn't a complete list. There are many others, including expensive versus inexpensive; one-time sale versus recurring sales; perishable versus durable; tangible versus intangible; personal versus business; and simple sale versus complex sale.
What other factors can you come up with? Let me know. Understanding all the emotional and intellectual reasons that motivate clients and prospects is imperative. Are you thinking enough about why people should buy from you?
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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