Why do people buy? Would you be surprised to know buying is a heart decision and NOT a head decision? Think about your last large purchase: car, TV, computer, even clothing. Tell the truth now, did you buy the most practical choice you had? Of course not! You don't even buy cereal in the grocery store based on the cheapest brand. Let me tell you some of the reasons you buy.One reason you buy is because you want to feel comfortable. The most comfortable mattress, Lazy Boy, jeans or boots-it doesn't matter the item; you want to be comfortable. That's an emotional decision. Remember your customer wants to feel good too.
You buy because you don't want to lose out. That's why direct mail from JC Penney's is so effective. They're ALWAYS having the biggest sale of the season; you know there'll be another one next weekend, but somehow you've got to take advantage of this "biggest sale." Use that in your marketing to encourage indecisive buyers to take the plunge; they don't want to lose out, either.
A third reason you buy is pride. This is not always a bad emotion; pride is what moves us to take care of what we have. However, pride does work on us to buy the bigger one, the more expensive one, the one with the label. Work this to your advantage by showing your customer he has a Cadillac product for a Chevrolet price.
Check into your head next time you make a buying decision, and see whether you aren't looking in the wrong place. Your buying decisions are made by the pulls on your heartstrings, and that's true of your customer, too. Remember this in your marketing, and push a hot button.