6 Marketing Reasons that Help Drive Web Traffic
Your products and services become meaningful when customers understand how they will use them and the positive changes they will see. Most customers don’t directly say, “I would like to purchase your product because of my fear of loss.” You have to understand and recognize motivation when it is revealed in conversation.
- Desire for gain
- Fear of loss
- Comfort and convenience
- Security and protection
- Pride of ownership
- Satisfaction of emotion
1. Desire to gain
The customer purchases expecting or hoping for an outcome. While this is perhaps the easiest of the six reasons to understand, do not underestimate its power. Clients may want business outcomes, yes, but more often they want the feeling that comes with the outcome: excitement, relief, security. Make sure you know what the desire for gain means to your prospect.
2. Fear of loss
What could the client lose: customers? Profits? Market share? When you hear a prospect’s fear of loss, do you accentuate it to make the sale? Or do you help them understand how purchasing your services will reduce this fear? You could certainly win the sale by playing up existing fears, but this may backfire in the long-term. Most people don’t enjoy working with someone who increases their stress level. Consider reducing your prospect’s fear of loss, and tapping into something more positive, like pride of ownership.
3. Comfort and convenience
You can explore the importance of this particular motivation by gauging their enthusiasm when asking questions like, “How would it feel to hear/see your store full of customers?” or “How would this solution make your life easier?” Listen for comfort and convenience words from the prospect, such as: relief, easy, relaxed, stress, frustrated, etc. When a prospect talks about wanting an easier work life, they’re really talking about comfort and convenience.
4. Pride of ownership
Why do people wait in lines to purchase the newest smartphones when their current one works just fine? Because they want it. Now! Imagine this: you tell a prospect that, when searching on Google for keywords related to their business, none of their competitors’ ads popped up. Doing this might tap into that pride of owning something exclusive or holding a unique advantage.
Help your clients see the exclusivity of your customized solutions.
5. Security and protection
Related to “fear of loss,” most people feel strongly about securing what’s already theirs. Without inducing too much fear, you can discuss the changing market with prospects as well as how this quarter’s losses could become this year’s losses. What happens if their market share decreases? Or customers find a better deal elsewhere? Tread lightly with this motivation, however. Keep the conversation focused on what the client wishes to protect and their plans to keep it secure.
6. Satisfaction of emotion
Even when performed for the most practical business reasons, many purchasing decisions are deeply emotional. I love my new smartphone! We love a particular restaurant for the atmosphere more than the food. This motivation is most directly associated with love and ego. You can stoke this one by helping prospects imagine the impact of their decision: grateful clients gushing on social media, the intense satisfaction of addressing a problem with a successful strategy, etc.