To sell more, you need to understand the reasons why people buy
On the weekend, my husband took our son to see the Red Hot Chilli Peppers.
SO happy for them. Also SO happy I didn’t have to go.
Can you imagine the noise?
The crowd?
The standing?
It’s a no from me, dawg.
As they were being tortured entertained, I went to stay with my bestie and her family. While we waited for our Uber Eats delivery, I went on a deep dive into environmentally friendly tooth floss.
(This is a house full of neurospicers, so this wasn’t considered rude or weird—these are my PEOPLE 🧠🌶️)
Anyway, it made me think of the reasons why people buy stuff. This is one of the first things I learned in copywriting school—and it’s still something I think about almost every day.
Why people buy
Whether your clients are thinking of buying a product or investing in a course or service, their motivations are pretty simple. We buy because we want to:
Look better
Feel good
Be safe
Save money
Save time
Gain status
Have fun
These days, more of us are buying products because they align with our values. Like the tooth floss. It bugs me that my floss comes in a single use plastic container. Then they cover it with another bit of single use plastic.
Once I found a floss option that fit my budget, looked cute, and had reasonable shipping, it was an easy yes. Deep down (as misguided as this probably is) the purchase made me feel good.
Even deeper down, this purchase made me feel safe.
I’m stressed about climate change and making better choices about the things I buy makes me feel like I’m actually doing something positive. (Yes, I do other things. Yes, I realise this isn’t going to solve the problem).
So when you’re using email to connect with your subscribers, take a minute to think about the real reasons why they engage with your business. Then connect with them on a human level about how you can help.
If you’ve been wanting to beef up your email marketing with automated sequences and regular, value-laden emails, book a HyperFocus Week and we’ll get you sorted.