So, my recent blogs have spoken about Dating Your Ideal Client. Now that we found the dating platform and have moved on to dating them, we need to understand them. It is easier than “real dating,” I promise!
When it comes to creating marketing messages, especially those that trigger emotions, it helps to understand the reasons why people spend money in the first place. What is it that makes them “click” to see what you are offering? If you can understand why your audience opens their wallet to buy, you can trigger them to do so whenever you want them to.
The Why
* To Portray an Image – People want others to perceive them in a certain way. That need often drives them to buy things to help them keep that image, not only for others to see them that way but also to see themselves that way. I am sure we can all relate to this on some level.
* To Avoid a Bad Feeling – Whether it’s the idea they’ll miss out on something awesome, or any unpleasant feeling, avoiding a bad feeling is a powerful motivator to buy something. No one wants to feel bad and everyone is looking for what makes them feel great. If you can show how your product or service helps your audiences avoid or fix a bad feeling, better yet, make them feel good, they’ll be more likely to buy.
* To Gain or Earn Freedom – A good example is a housekeeper or virtual assistant. Is a housekeeper selling a clean home or more time? Is a virtual assistant selling document processing or more time? How many times have you heard “I need more hours in my day?” If you can be very clear about what it is you’re really selling, like time, you can and will entice your audience to buy from you more often.
* To Fit In With the Community – Everyone likes being part of the “in” crowd and part of a community. If making a specific purchase will make them more of a part of the community, they will make it happen and be happy they did.
* Immediate Gratification – People like getting what they want, when they want it. Wanting it right now remains constant, from youth to seniors. If you can offer them an instantaneous way to give them what they want, they will most certainly take the bait. The important thing though is to deliver on your promises.
* To Gain a Sense of Power – When people buy something they view as potentially life-changing, they feel powerful and in charge of their lives. Who does not want power and control of their own lives? No one! If you can offer something that solves a very specific problem and evokes feelings of power in your audience, you’ll have a winner on your hands.
* To Prove or Gain Self-Worth – Some people, maybe people in your audience, lack self-worth and need a way to find it. If you can offer them something that improves their feeling towards themselves when they buy your products or use your services, you’ll sell and sell a lot!
* To Solve a Problem – One of the most obvious reasons people spend money is to solve a problem. Everyone has problems and they are looking for solutions. Show them how your product or service solves their problems, and they’ll buy from you when the price is right.
To Summarize
So, we all fit in one, or more, of these categories. To understand this better, think about what hits your inbox. Which ones trigger you to research and buy? Think about how you feel. This is what you need to create to reach your audience.
It’s important to study your audience so that you know how to trigger those feelings within them and know which ones they use when they choose to buy. Understand their needs. If you can find that trigger that keeps your audience from saying no, you’ll explode your business beyond your wildest dreams.
Ready to get started? We’re here to help. Schedule a 30-minute consultation call and we can help you discover your target markets WHY.
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