The ‘Why’ behind Consumer Psychology

What is your weakness when it comes to buying? Maybe it’s food. Or clothes. Or things for the home. From bread to boots to bookshelves, there is always a good deal somewhere. If you know what you’re after. And marketers make it so simple. Right?

Most people will experience both sides of that situation. We all take the role of the consumer, buying what we need or what we want, just because someone waved a product right under our nose. Think about the best ways you could ‘wave’ your product or service in front of your customer.

People want everything bigger and better. Your clients buy from you because they think they need your product or service. This is the most instinctive yet important reason behind any buying decision. They want to live, and live well. As a business owner, don’t just remember this. Use it.

Why do people need your service? What aspect of life are you trying to improve? Answer these questions effectively, and you will reach your target audience.

It’s not just about buying essentials to live – there is a reason why the term “impulse buy” was coined. You know how supermarket products are rearranged in an order that makes no sense? Well, actually it makes perfect sense. When your products are popping up in the most unlikely places, there will always be those customers who forget what they came in for, and then stumble across something appealing they probably don’t need. And if your service is based online, the sky’s the limit.

Then there’s timing. Studies have shown that food advertisements are more influential to a hungry audience. It’s no coincidence that more food adverts appear in the late afternoon and early evening than any other time of day. Remember this principle and apply it throughout your calendar. For example, if you are selling flowers, you’re more likely to hit a seasonal peak before Valentine’s Day or Mother’s Day. Think about your advertising leading up to these events; what are the barriers that might affect people? Time? Why not offer annual reminders (email or text) to regular customers, so they remember to order their flowers in time for special events? This could include birthdays and anniversaries.

As for figures and statistics, you’re probably aware that customers in a shop are more easily drawn to something that costs £1.95, £1.97 or £1.99 than £2. They want more for less, and for many, “less” is just short of the next round number. Now look at statistics. Do you ever hear an advertiser say “100% of our clients loved this product?” Unlikely. Milestone numbers, e.g. 100, 90, etc., are monotonous, and if overdone, 100% would look too good to be true. But 87%? Not only is it the vast majority, it is also a realistic figure that can only be the result of careful calculation. So don’t be discouraged if your success rate hasn’t quite hit the 100% milestone. If it still represents a wide majority, use it.

To summarise, the art of attracting clients starts with getting inside peoples’ mindsets. Your customers want more for less, and they’ll be drawn to the thought of mutual benefit. Keep their side of the deal simple, and don’t just sell to them, communicate with them. Tell them how your company can meet their needs – there will be any number of reasons besides money. Fulfil a need, solve a problem, and you will encourage your customers to buy from you.

You’re not just selling to your audience, you’re connecting with them. If you know what your customers want, you’ll know how to sell to them.

If you would like to target a specific group of customers, then please feel free to get in touch – we would love to help you attract the right audience.

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