|
What
makes people buy?
If you
want to make your website sell
over the internet, you must
understand the basic idea behind
the purchase process. The most
important thing you must understand
is that people will not buy
your product because they “need”
your product but because they
“want” the product.
The
explanation is very simple;
in any field you choose, you
are battling against your competitors
-- the differences among you
could be the service terms,
the price, or even the brand
name of the website. It is critical
to understand that the customer
will base his purchase on one
major factor: perception.
This
is a concept you must be familiar
with; it’s all about perception,
and how the customer feels about
your offer. You must understand
that every sale begins with
an emotional trigger. The customer
perception must trigger an emotional
effect that if managed in the
right way can result with a
purchase.
The
only common reason why we buy
products (online or offline)
is to survive.
There
are three types of survival:
1. Economic
2. Social
3. Personal
Economic
refers to the fact that you
must purchase a product to help
you generate more money and
cut down on expenses. This can
be purchasing a new computer
for the business, buying a new
printer/fax or buying software
to manage expenses. This is
usually the least powerful survival
element in a sale.
Social
relates to the role of the individual
in the society and how he will
be judged. Let’s consider buying
a Mercedes. Because Mercedes
is a status symbol, you will
have more friends, and people
will look at you differently
when you acquire it.
Personal
survival relates to the individual
itself, for example buying a
new mattress to help you sleep
and feel better about yourself.
You
must focus on social/personal
survival when building your
marketing efforts. The trigger
can be desire, fear or both.
Try to use both elements of
fear and desire in your marketing.
You also must find out
how your customer’s biggest
desire or fear relates to your
products or services.
For
example when you sell vitamins,
you can market the following:
Desire:
1. Health
2. Quality
of life
3. Happiness
4. Staying
young
Alternatively,
the reasons for buying vitamins
can result from fear:
1. Dying
2. Getting
old
3. Diseases
4. Poor
quality of life
In your
marketing, it is usually best
to use both desire and fear.
The
first role in your marketing
is to understand the subject
behind the product. Why would
an individual buy the product?
You must find the “sensitive
subject.”
The
“sensitive subject” is the basic
perception behind the emotional
trigger that can create a purchase.
The most important goal for
your marketing is to find this
“sensitive subject” for your
product.
This
marketing concept must “create”
a button in the customer.
[Button]
-> Create an emotional reaction
How
to design successful marketing
for a product
In order
to create a purchase, the following
sequence must be completed:
Attention
Find
the sensitive subject for the
product -- why do people buy
it, what are their desires and/or
fears. This can be a strong
statement, a question or real
customer problem
Raise
Interest
After
you have managed to grab the
customer’s attention, you must
back your attention grabbing
with something more solid. This
can be “care for the customer”
or “astonishing statistics”
data.
Deliver
the Message
In this
stage, you will NOT talk about
your product! You do not
give advantages or disadvantages,
and you will not present numerical
data or statistics. This
is a next step after you have
gained your customer’s attention;
you need to convince him that
you have the solution for the
problem you presented in the
last two stages.
Action
Here
you must inspire the customer
to take action. The action can
be registering for a newsletter,
clicking a button, registering
for a new service or paying
online.
Example:
Let’s
say you want to sell a sales
trainer. You should consider
the following:
You
must focus through all the process:
I’m different from the other.
If the user will not understand
that you are different, you
will not able to deliver products
that are more expensive than
your competitors.
It is
also very important to mention
that you cannot skip a stage;
you must walk with the customer
throughout all the steps.
Action
You
can never make a customer perform
an action. If you try to make
the customer perform an Action,
you have lost this customer.
The key in making the customer
make the action is to motivatehim
to do it.
How
can I motivate my customer to
perform a desired action is
to give him more than he thought
he would get. By doing so, the
customer will feel the need
to compensate for the over delivery.
One way to compensate is to
purchase the product.
How
do I make my customer buy? By
over delivering. If you deliver
more than the customer had expected,
you are surprising the customer.
Surprise
Your Customer
How
can I surprise my customer?
The basic idea is to surprise
your customers with something
that will make them feel special
or to give them more than he
paid for. This is called over
delivering. You deliver more
than the customer expected.
It is
very important to emphasize
that your over delivering should
not be related to money nor
something that will cost you
money directly.
For
example, you can hire someone
to phone the customer on a monthly
basis just to ask him if he
needs something. This simple
technique will cut down all
the refunds in your business.
It is
estimated that 67 percent of
all refunds are due to bad/lack
of communication from the vendor.
Before
You Give, Before You Take
This
is one of the most important
ideas in your website. You must
give something (extra features,
extra content, extra service)
before you can earn the customer
and ask him to give you his
credit card information.
Once
again, you must create the perception
that you care for your customer.
Only when the customer will
feel that you care for him,
only than you can ask him to
pay.
As mentioned
before, you must create an additional
value for the customer, based
on your creativity only. This
should relate directly or indirectly
to the products or services
you offer.
Growing
Your Customer Confidence
Definition:
Money
Money:
Idea backed with confidence
Only
after you earn your customer’s
confidence will you get his
money. This should be you number
one priority: increase your
customer’s confidence and trust.
Use
the following:
1. Explain
to the customer who you are
- Add real photos
2. What
is your motivation?
3. How
can you help him?
4. Give
free services
5. Be
honest
6. If
you can display, testimonials
When
you build confidence, you will
increase your income. Focus
on your customers and make them
happy. Try to find ways in which
you will not allocate resources
but add value for your customers.
The
Price Issue
The
price is never the issue, and
you should avoid any conclusion
that could lead to incorrect
resolution regarding the price.
The only problem is justifying
to the user the difference in
the price between you and your
competitor. This can be solved
with the following:
Unique
– Selling – Preposition
U.S.P
Unique
– Final –
Product U.F.P
This
means that you must find additional
services that are very cheap
for you to create or maintain
and also HAVE VALUE for the
customer. It is very important
for you to find out what in
your customer’s perception can
be considered valuable. You
must make sure that this added
value will not be hard to implement
or add to your offering. This
also can be a differentiation
from your competitors.
The
Risk Reverser
There
are two strong motivations for
an individual:
1. Win
Something
2. Don’t
Lose
Winning
Something
Every
customer wants to win something,
some want to gain money, some
want to save time.
Don’t
Lose
The
second motivation is not to
lose; this is the most powerful
motivation and must be dealt
with very carefully.
Risk
reverser is one of the most
important elements to make a
customer buy. You must make
a customer think that instead
of having a risk in buying your
product, you are committed to
him and you will take on the
risk.
Give
Something Free
It is
very important to build trust
and confidence between you and
your customer. The easiest element
for the trust factor is to give
free material.
Question:
Why did the customer visit my
website?
Answer:
He was looking for something.
You
must give the customer what
he wants and help him learn.
Give
him:
1. Advice
2. Tips
3. Resources
4. Articles
Educate
the customer, in such way that
he will feels that you are offering
free services, but never give
all the answers. Leave it to
your paid services or products
to make the job.
Back
|
Choose a
product
