Why People Pay

It’s crucial to know why someone buys from you. More often than not it turns out to be rooted in emotion. Without understanding the emotions involved, you can’t tell the story your customers want to hear.

It might be:

Necessity:
Food, shelter, warmth

Fear:
Health insurance, home security, PayPal

Fear of Missing Out:
Time-limited offers, Glastonbury

Ease:
Amazon, Deliveroo,

Perceived Value:
A coffee in Starbucks is worth more than that Nespresso at home.

Scarcity:
There’s no other, iPhone XYZ.

Tribes:
Members only, concerts, Facebook.

It Feels Good:
Volunteering, donations, mentoring.

To Project an Image :
Harrods plastic bag, Cross Fit, organic.

What’s your story?

By | 2018-01-31T22:38:48+00:00 January 31st, 2018|Emotion, Marketing, Psychology, Strategy|

About the Author:

Hmm, what to say? Well, I've been told that I'm pragmatic and professional (whatever that means) and that my marketing expertise gets results. Basically, I'm a big believer that when done right, marketing can change the trajectory of an organization (for the better!).

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