Buying motives - how to interest the client
Posted: Sat Dec 21, 2024 5:00 am
To attract the attention of the buyer and ignite his desire to buy, you need to understand his motives. Despite the abundance of goods and services, there are not so many fundamental human desires. In this article, we will analyze some of them.
So, let's begin our journey into the world of shopping excitement!
28 Popular Buying Motives
Here is a list of common customer desires that motivate them to make purchases:
1. To be safe. This motive works not only when selling alarms against thieves or gas canisters against hooligans. Many products and services make people's lives safer, if you look closely. They give us protection from various types of fraudsters, threats to health, bank accounts, personal data, etc.
Sometimes people don't even think about the threats that exist. Your job is to communicate them clearly, but without being overly "hyped up," and offer protection (i.e., your product).
2. Be consistent. People are more likely to buy something that fits well with their habitual behavior.
3. Make your life more comfortable. By pressing on this motive, you can play on the contrast of two situations - inconvenience and discomfort before purchasing the product and relaxed comfort after.
4. Save money or time. Saving resources is what thrifty and rational people strive for. If your product is not cheap, but you cannot position it as premium or luxury, try to interest customers in the fact that buying your product turns out to be profitable in the long term.
For example, “Yes, the price of our parts is higher than the market average, but they last 1.5 times longer, meaning you will have to spend less (saving money) and bother with replacing them (saving time).
5. Try something new. Many people are bored with their daily routine. If your product really does "color the routine", try to convey this in your advertising message as vividly as possible.
Creative distraction from everyday worries is the main motive of the clients of the art party studio , for which we developed the website.
6. Be sexually attractive. The desire for sexual attractiveness is inherent in us by nature. Some people, unfamiliar with advertising, are generally convinced that using images of attractive people is almost the only way to interest a client for sure. When using a sexual motive, it is worth considering some nuances:
1) Surprisingly, according to research, images of beautiful women attract the attention of not only men, but also women themselves.
2) When using images of attractive women in media advertising, positive emotions are evoked in male audiences. Due to the well-known "halo effect" in psychology, this positivity is partly transferred to the advertised object. A conditional associative connection is formed (as in the famous experiments of Academician Pavlov).
But this type of advertising has several disadvantages:
1) sometimes the sexy image turns into a “vampire”, which is too distracting from the product;
2) According to American research from the 90s, sexual whatsapp mobile number database free download advertising is not very memorable;
3) it’s easy to get carried away and make vulgar advertising, violating ethical standards.
7. Belong to a certain group. We will not dwell on this motive - about how to interest the client with its help read here .
8. Take care of loved ones. It is important not to confuse this motive with the motive of "making loved ones happy". They can go together, but they can also contradict each other. For example, a mother looking for a good center for preparing for the Unified State Exam is unlikely to please her child, but she will take care of his future.
This motive is important to consider when dealing with two target audiences - direct and indirect. Well, as in the case just described.
9. Be like an idol. Since childhood, we choose role models that we try to imitate.
Many people have favorite characters from world history, books, movies, or real life, whom they consciously or subconsciously strive to imitate. At the same time, representatives of one target audience are often united by common values. Therefore, the characters that these people want to be like often coincide.
So, let's begin our journey into the world of shopping excitement!
28 Popular Buying Motives
Here is a list of common customer desires that motivate them to make purchases:
1. To be safe. This motive works not only when selling alarms against thieves or gas canisters against hooligans. Many products and services make people's lives safer, if you look closely. They give us protection from various types of fraudsters, threats to health, bank accounts, personal data, etc.
Sometimes people don't even think about the threats that exist. Your job is to communicate them clearly, but without being overly "hyped up," and offer protection (i.e., your product).
2. Be consistent. People are more likely to buy something that fits well with their habitual behavior.
3. Make your life more comfortable. By pressing on this motive, you can play on the contrast of two situations - inconvenience and discomfort before purchasing the product and relaxed comfort after.
4. Save money or time. Saving resources is what thrifty and rational people strive for. If your product is not cheap, but you cannot position it as premium or luxury, try to interest customers in the fact that buying your product turns out to be profitable in the long term.
For example, “Yes, the price of our parts is higher than the market average, but they last 1.5 times longer, meaning you will have to spend less (saving money) and bother with replacing them (saving time).
5. Try something new. Many people are bored with their daily routine. If your product really does "color the routine", try to convey this in your advertising message as vividly as possible.
Creative distraction from everyday worries is the main motive of the clients of the art party studio , for which we developed the website.
6. Be sexually attractive. The desire for sexual attractiveness is inherent in us by nature. Some people, unfamiliar with advertising, are generally convinced that using images of attractive people is almost the only way to interest a client for sure. When using a sexual motive, it is worth considering some nuances:
1) Surprisingly, according to research, images of beautiful women attract the attention of not only men, but also women themselves.
2) When using images of attractive women in media advertising, positive emotions are evoked in male audiences. Due to the well-known "halo effect" in psychology, this positivity is partly transferred to the advertised object. A conditional associative connection is formed (as in the famous experiments of Academician Pavlov).
But this type of advertising has several disadvantages:
1) sometimes the sexy image turns into a “vampire”, which is too distracting from the product;
2) According to American research from the 90s, sexual whatsapp mobile number database free download advertising is not very memorable;
3) it’s easy to get carried away and make vulgar advertising, violating ethical standards.
7. Belong to a certain group. We will not dwell on this motive - about how to interest the client with its help read here .
8. Take care of loved ones. It is important not to confuse this motive with the motive of "making loved ones happy". They can go together, but they can also contradict each other. For example, a mother looking for a good center for preparing for the Unified State Exam is unlikely to please her child, but she will take care of his future.
This motive is important to consider when dealing with two target audiences - direct and indirect. Well, as in the case just described.
9. Be like an idol. Since childhood, we choose role models that we try to imitate.
Many people have favorite characters from world history, books, movies, or real life, whom they consciously or subconsciously strive to imitate. At the same time, representatives of one target audience are often united by common values. Therefore, the characters that these people want to be like often coincide.