Speaking the Language of Real Estate, Business and the Law: The strength of the team is each member. The strength of each member is the team. –... 19 Secrets That Increase Response to Print Ads: Have you ever purchased a display ad in the newspaper and then not received a single... Thinking of Relocating Your Business? The City of San Diego May Pay You to Stay: In an effort to attract and retain high-performing companies, the San Diego City Council... Build It or Change? Making Culture Tangible: 30,000 feet. Long-haul travel. I am tired but intrigued about what I am observing. - Not... The Introvert Lawyer’s Guide to Networking: A few years ago, a meme that I found hilarious circulated the internet. It read... The “If-the-Market-Knew-My-Story” Approach to Business Development: There is a basic principle in communication theory—shared experiences form the basis... The Future of Law Firm Business Development Belongs to the Bold: Ultimately, the meek may, indeed, inherit the earth. But history suggests that, in the... Community News – September 2018: The Law Offices of Andy Cook is pleased to announce that Joshua Yee has joined the... Finding the Best Answer to “What’s Next” in Business Transition Planning: At some point in the natural life cycle of a closely held company, self-made... Balancing Act—Lawyers, Time, and Life: Finally, it is all coming together. You’re licensed. You are ready to practice on your...
Executive Presentations-468x60-1

4 FACTORS THAT DETERMINE BUYER BEHAVIOR

In one of its latest commercials, Samsung, for example, seeks to push away the status-seeking crowd often associated with Apple products. In fact, the company blatantly alienates a huge audience.

Is this a smart move?

Well, I’m not a fan of attack tactics. But I understand the reasoning behind Samsung’s strategy. The company’s marketing staff recognizes that many of their prospects see themselves among an anti-Apple crowd.

Now, I’m not here to decide whether or not Samsung’s tactics sell more smartphones. Instead, the lesson worth noting from both companies is the importance of who you target with your marketing.

Keep in mind, prospects buy products and services for four basic reasons -- they either need, want, wish or desire what you offer.

For example, a prospect may buy a criminal defense attorney’s services because he needs help after getting arrested for a violent crime. He may buy a Toyota Prius because wants to make a strong statement about his environmental beliefs. He may buy a larger house because he wishes to “keep up with the Joneses.” Or he may buy a high-powered speed boat because he desires the attention it attracts while skimming across the lake.

As you can see, there’s a purpose for every purchase. And it’s that purpose the drives the sale — not the product or service.

So what motivates your prospects to take action? What’s their biggest desire?

What problems or frustrations keep your prospect from achieving this outcome?

Once you incorporate the reasons behind people’s purchases into your marketing, you increase the odds of getting greater responses.

Tom Trush

Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

More Posts

Digg This
Reddit This
Stumble Now!
Buzz This
Vote on DZone
Share on Facebook
Bookmark this on Delicious
Kick It on DotNetKicks.com
Shout it
Share on LinkedIn
Bookmark this on Technorati
Post on Twitter
Google Buzz (aka. Google Reader)
PDF24 Tools    Send article as PDF   

Filed Under: Featured StoriesMarketing

About the Author: Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

RSSComments (0)

Trackback URL

Leave a Reply

  • Polls