werful buying motives and how to appeal to them to increase sales //
Why do people buy? Since decades, marketers have been asking themselves this question. Centuries, even. You have a service or product. Your product or service is known to solve a real problem. You know your ideal client. What hidden mechanism in that customer makes them go from “I am considering it” to “I am committed to buying?” And how can you create a message that appeals that mechanism?
We’re here today to discuss that. It turns out that there are 5 key motives which lie dormant in all prospective buyers. As a business owner or marketer, your job is to make your customers feel so strongly about these hidden motives that they can’t help but buy.
We’ll discuss five main buying motives today, starting with:
- Security is a must
- Need for respect
- Self-actualization is a necessity
- Variety and novelty are essential.
- Need for efficiency and convenience
Let’s get started.
1. Security is a must
Chance the Rapper had a point when he wrote I Might Need Security. Almost everyone on the planet seeks some form of security, even the most independent and risk-taking souls. The need for security drives consumer behavior.
It is the human need to feel safe and protected that drives this desire. The need for security can be triggered in many ways, including physical threats, financial instability and emotional vulnerability.
What is the relationship between this and consumer behaviour? Consumers who seek security are more likely to choose products and services with predictability and stability. They are generally risk-averse and are reluctant to take risks that may compromise their safety or wellbeing.
At least, the part that needs security does not like these things.
This doesn’t mean that you have to back up all your products with a money-back guarantee for 30 days. To appeal to your customers’ need for security, it is important to first focus on building their trust.
You can make your customers feel safe by using testimonials, reviews and case studies. You should use this marketing material to promote your product pages, emails and sales calls. Try offering a demo or free trial to your B2B customers to let them try out the product before they commit.
All of these can help to appeal to the security needs of your prospects.
Everyone has been burned. Everyone has experienced the pain of a bad purchase.
It can be very helpful to buyers if you emphasize safety and trust. Being transparent and highlighting your integrity and credibility is also a great way to calm their fears.
2. Need for respect
The human need for respect, recognition, and status is the driving force behind the need for esteem. The need for esteem is a powerful buying motive that comes from the human desire to be recognized, respected, and admired by others. As such, people who are motivated by this need often look for products and services which improve their image and social standing.
Imagine that you have a friend who owns a G-Wagon (whether it’s refurbished or new). You can be sure that the need for respect was heavilyat work in this purchase. And you better believe Mercedes appeals directly to that need with its messages.
Mercedes emphasizes safety and strength in many of its G-Wagon advertisements (thus appealing the need for security), however, the need for esteem in this ad is evident.
My car is my castle.
Implication: Owning a G Wagon is like owning a huge, stone-clad house that everyone will find impressive.
As a marketer you must focus on creating a strong Brand Identity which communicates prestige, high quality and exclusivity.
You can do this by using some tried and tested strategies:
- Be strict about exclusivity. People who are motivated by the desire for respect will be more inclined to purchase your product if you offer a limited-edition, “premium” grade, or if they feel it gives them status amongst their peers.
- Provide personalized experiences. Think about the luxury shirt company that brings a customer in, offers him a glass of whisky, and brings out a distinguished-looking gentleman to tailor his shirt. You can appeal to the desire for respect by offering customized services or products.
- Use social media influencers to reach your customers.
You can market your product as a high-end item and have loyal customers in your pocket.
3. Self-actualization is a necessity
Do you have a friend who can’t find happiness in their job or career? This one is very strong in its need for self-actualization.
Self-actualization is motivated by a desire to achieve one’s potential, and personal growth and fulfilment. This buying motive is driven by the desire to strong>achieve personal growth and fulfillment/strong>.
Even though we may not all be able to market a nonprofit product, you should make sure that your customers know how they can improve themselves, their own situation or the lives of others by purchasing your products.
By attending UV Irvine you can give your passion a greater purpose and achieve your full potential.
Here are some examples to show self-actualization at work:
- Software can help business owners save time and money. They can then use that money to pursue their passions and run their businesses.
- Your brand’s ecommerce donates a percentage of sales to charity. This makes the customer feel good about their purchase.
- Your online course helps your customers gain valuable skills that they can then use to make more money or to create something meaningful.
You don’t have to be a nonprofit in order to appeal to self-actualization. And if you run a small company, particularly a locally based business, your customers will feel better about purchasing from you than they would from a larger corporation. If you can go one step further and emphasize that your customers will be able to improve their lives through buying from you, then you are likely to sell more products.
4. Variety and novelty are essential.
This one is very close to my heart as a guy that can’t work in the same spot for two days. People are driven by the need for novelty and variety to avoid boredom. This buyer motive influences people to purchase products and services which offer unique and new experiences, or that allow them express their individuality.
Your vertical will determine your ability to appeal this buyer motivation. In the travel industry for instance, you will be targeting the need for diversity in your marketing messages. You can give people a chance for a fresh start by offering them the chance to travel.
The slogan “Let yourself Go” appeals to the desire for variety.
Your vertical doesn’t limit your ability to appeal the need for variety.
Imagine you own a clothing shop, such as True Classic. Your customers love your basic T-shirts but they may be getting a little stale. Introduce new products or lines to keep customers interested and encourage them to buy your t-shirts.
Let’s say that you are a giant fast-food chain and you need to increase sales during a holiday.
Offering the same product in a new, innovative way (such as creative packaging) can appeal to the desire for variety.
You can increase sales by keeping your customers on their toes. This is especially true for the segment of your audience that’s motivated by this powerful motive.
5. Need for efficiency and convenience
You’ve heard all the statistics by now, but it’s worth a reminder: the average human attention span is 8.25 seconds. 8.25 seconds. You can lose your audience’s attention in less time than it takes to open and shut the average refrigerator.
This is why the desire for convenience and efficiency is so strong. This need for convenience and efficiency drives people to look for products and services which simplify their lives, save them time, or streamline daily routines.
Check out this banner advertisement from Shell as an example:
This ad not only promotes efficiency, but it also contains an action call that appeals to everyone’s need for efficiency. Let’s go. Most people are always on the move, switching quickly from one thing to another. This call to actions says that do not need to stop what they are doing in order to use this.
The message Make what we have go furtheris about getting more done with less. This is the essence of efficiency. Your product should not only make the buying process as seamless and quick as possible, but also make your customers’ lives easier so they can spend more time doing what they enjoy.
Sell a product by appealing to the buyer’s motive
appeal to a reason; promote a product . That’s it. Consider what drives your customers to purchase your product or services, and then group them into one of five categories. Take a cue form the marketing campaigns that we have highlighted in this article and create a message that appeals directly to your buyer’s motive. If you do this, I am confident you will see increased revenue and sales.
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