People buy your products or services with emotions, and thereafter justify their purchase with logic!
In the first part of this post, I showed you some emotional states that move people to buy your products or services.
This post is a continuation of that…as well as an exposure to the utmost overall reason why people actually demand and buy…
Without further ado…
- Desire to make a difference
People want their lives to count for something, to make a difference.
People run for President and public offices to make a difference — hopefully not just for recognition.
People contribute to charities, political causes, and religious organizations to make a difference.
People become teachers and religious leaders to make a difference.
People write books and articles to make a difference.
People volunteer to make a difference.
Very few people want their life to count for absolutely nothing, to have made no positive impact in the world.
Most people want to leave a legacy of some kind.
The desire to have an impact, to leave a mark, to make the world a better place, can be a powerful motivator to buy or contribute.
- Desire for meaning in life
People want life to mean something.
Religious organizations rely on this motive to prosper.
Most people believe in God.
Most people do not want to believe their life is an accident.
People buy Holy Books, religious tracts, and philosophical discourses to find meaning in life.
They join a religious house and attend seminars for the same reason.
Billions of dollars are spent every year by people wanting to find meaning in life.
- Desire for power
People want to tell others what to do.
They want to be in charge.
They want power.
They want to be like God.
Sometimes they want power to do good things, sometimes evil things.
Elections are about deciding who will be in charge.
Billions of dollars are spent to win elections, and to win power.
People start their own businesses and organizations in part because they want to be the boss.
People want to be in charge of their own lives and in charge of other people’s lives as well.
Serial killers are the way they are because they want power over others — their victims.
The desire for power over others is at the root of every war.
The obsession for power has caused enormous human misery: Hitler, Stalin, Mao Tse Tung, Pol Pot, and countless dictators throughout history.
The desire for power is one of the most powerful human motives.
- Necessity of life
People need food, water, soap, clothes, electricity, gas, transportation, haircuts, phones, etc.
Maybe computers and Internet connections now fall under the category of a necessity of modern life.
Businesses need paper, copiers, desks, chairs, fax machines, phones, and computers.
“Can’t do without it” is certainly a powerful reason to buy.
People become addicted to drugs, alcohol, tobacco, caffeine, gambling, pornography, sex, and fast food, etc.
Some addictions are physical, others psychological.
But the effect is the same, an ever-present compulsion to get more.
Marketers of these products see their jobs as feeding the addiction and creating more addicts to the substance, product, or activity.
This is how the drug dealers, the tobacco and alcohol companies, the porn industry, sex traffickers, the casinos, and the fast food and junk food companies are making billions.
Now that you know all the possible reasons moving people to buy…let me now show you the real #1 reason why people actually buy…
The #1 real reason why people buy
Earlier, I listed seventeen motives fueling the desire of people to buy something.
But almost all of these can be recast and placed under one motive.
The most powerful motive of all is fear.
People are very insecure about their place in life.
Are people searching for love, or are they more afraid of ending up alone?
Stopping something bad from happening is always a more powerful motivator than causing something good to happen.
I exercise not so I can look like Mr. Universe, but because I fear looking like Jabba the Hutt. 🙂
I want to make more money not so I can buy more things, but mostly to guard against going broke.
Desire for power is a subset of fear.
So is anger.
People are angry because they are not in control.
Short people (like Hitler, Stalin, Napoleon, Mao Tse Tung, Pol Pot, etc.) seem more interested in power than tall people (like Thomas Jefferson, George Washington, etc.).
People want power and get angry mostly because they are insecure — which is a variation of the fear motive.
Your sales pitches, letters, and copies will perform far better if you talk about, or imply, all the bad things that will happen to your reader if he or she fails to answer your letter.
If you receive a letter from the tax office or an attorney, you are very likely to open it — far more likely and quickly than a letter from a friend!
People fear the tax office, fear lawsuits, fear getting older, fear dying, fear failing, fear loneliness, fear nature, fear getting sick, fear God, fear going to Hell, fear being left behind or left out, fear being fired, fear not keeping up with the Joneses, fear not amounting to anything in life, fear for their kids, fear not being understood, fear other people, fear walking down the street, and just generally fear life.
American director, Woody Allen built a career that spans more than six decades of making movies about people’s fears, insecurities, and neuroses.
The news media sells almost nothing but fear, because news organizations know that fear sells.
Rarely do we hear a positive news story.
Mostly we hear stories about disasters, crimes, wars, typhoons, and diseases.
People contribute to causes mostly because they want to stop something bad from happening.
How does the car salesman stop you from walking out of the showroom?
“Another guy also loved this car
and says he’ll be back later today
with his down payment.
If you don’t buy it now,
this car will be gone this evening.”
Or . . .
“This deal I’m offering you expires at the end of the month, which is today.
We’re actually losing money on this price.
We’re only offering this price today so we can meet our sales quota for the month
because if we meet our quota, we get a bonus from GM.”
I’m sure you’ve heard these or similar pitches before.
The salesman is using fear (your fear of losing out) as a way to persuade you to make an immediate decision.
People buy not so much to gain something, but because they fear losing something important if they don’t buy now.
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