The forces that influence whether people buy.
My mentor, Roy Williams, described shoppers as operating in either one of two modes: transactional or relational, a few years ago. At that time, some of us loafed around virtually, exchanging emails with friends, trying to complete a list of reasons that motivate people to buy things. (Thank you, Tom G. and Brett F.) More recently, I returned to compiling the list with the rest of my colleagues. Trying to understand these types of things is what drives us. It also benefits our clients.
What follows below is what we came up with, albeit likely incomplete. As you read this list, can you identify which of these motivations are relational and which are transactional? Can you see where they each fit within Maslow's hierarchy of needs? Will you help us find additional motivations?
Some of these are self-explanatory. The forces that influence whether people buy include:
These are the things my company has helped clients think about. I hope this list at least gets you started. And let me know if you need help understanding your customers' motivations. It's what I do. But in the meantime…
What do you feel motivates people to buy? More importantly, what makes them buy your product or service?
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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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Wednesday, July 23, 2014