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| About Jay Conrad Levinson |
| Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide. |
Recent Article:
Why People Buy
- For more on Jay Conrad Levinson visit www.gmarketing.com
Perhaps you already know why people buy, but do you know all 51 reasons? The more of those reasons you know, the better you'll be able to market.
Geoff Ayling, in his superb book, "Rapid Response Advertising," provides
wannabe guerrillas with a full fifty reasons why people buy. There are
really far more than fifty, but I have a feeling that these fifty will get
your creative juices flowing. People make purchases for these, among many reasons:
1. To make more money even though it cant buy happiness
2. To become more comfortable, even a bit more
3. To attract praise because almost everybody loves it
4. To increase enjoyment of life, of business, of virtually anything
5. To possess things of beauty because they nourish the soul
6. To avoid criticism which nobody wants
7. To make their work easier a constant need to many people
8. To speed up their work because people know that time is precious
9. To keep up with the Joneses there are Joneses in everybodys lives
10. To feel opulent a rare, but valid reason to make a purchase
11. To look younger due to the reverence placed upon youthfulness
12. To become more efficient because efficiency saves time
13. To buy friendship I didnt know its for sale, but it often is
14. To avoid effort because nobody loves to work too hard
15. To escape or avoid pain which is an easy path to making a sale
16. To protect their possessions because they worked hard to get them
17. To be in style because few people enjoy being out of style
18. To avoid trouble because trouble is never a joy
19. To access opportunities because they open the doors to good things
20. To express love one of the noblest reasons to make any purchase
21. To be entertained because entertainment is usually fun
22. To be organized because order makes lives simpler
23. To feel safe because security is a basic human need
24. To conserve energy their own or their planets sources of energy
25. To be accepted because that means security as well as love
26. To save time -- because they know time is more valuable than money
27. To become more fit and healthy -- seems to me thats an easy sale
28. To attract the opposite sex never undermine the power of love
29. To protect their family tapping into another basic human need
30. To emulate others because the world is teeming with role models
31. To protect their reputation because they worked hard to build it
32. To feel superior which is why status symbols are sought after
33. To be trendy because they know their friends will notice
34. To be excited because people need excitement in a humdrum life
35. To communicate better -- because they want to be understood
36. To preserve the environment giving rise to cause-related marketing
37. To satisfy an impulse a basic reason behind a multitude of purchases
38. To save money the most important reason to 14% of the population
39. To be cleaner because unclean often goes with unhealthy and unloved
40. To be popular because inclusion beats exclusion every time
41. To gratify curiosity -- it killed the cat but motivates the sale
42. To satisfy their appetite because hunger is not a good thing
43. To be individual because all of us are, and some of us need assurance
44. To escape stress need I explain?
45. To gain convenience because simplicity makes life easier
46. To be informed because its no joy to be perceived as ignorant
47. To give to others another way you can nourish your soul
48. To feel younger because that equates with vitality and energy
49. To pursue a hobby because all work and no play etc. etc. etc.
50. To leave a legacy because thats a way to live forever
I must add one more area about which you should be creative, one more reason that motivates people to make a purchase, and that area deals with pain. Thomas Jefferson said, "The art of life is the art of avoiding pain; and he is the best pilot, who steers clearest of the rocks and shoals with which it is beset." More recently, Sam Deep and Lyle Sussman, who wrote "Close The Deal," teach the importance of pain and the ways to learn where it resides. If you know exactly, youve got a heckuva great starting point for your creativity.
There. Now that you've got 51 ways to win the hearts and business of your prospects, I think you'll have an easier job of winning sales and profits.
Why People Buy - To learn more about this author, visit Jay Conrad Levinson's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firms clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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