Plus, the more of these reasons you can fulfill with your copy (without going overboard), the better your odds of making the sale.
Here are a dozen of the most potent reasons someone might buy your information product.
To make money. This one is easy; sometimes, you’ve got to spend money to make money, like buying a course on investing in the stock market or starting a business. One of the easiest ways to make a sale is to show that your prospect’s small investment can be turned into a much bigger return.
To save money. Buying a water filtration system can save a person hundreds of dollars over buying bottled water. If your solution saves money, show them how much. If you teach them how to make money, show them they can make money with your product and save money by not making stupid mistakes. If you sell dating products, offer them how finding the right person quickly will save a fortune in dinners, movies, and bad dates.
To save time. Instant coffee, fast food, and done-for-you solutions fall into this category. So does anything that shortens the learning curve. If you sell courses, this one can be big. Do they want to build a business in six years? Or buy your system and make it in 6 months?
To feel important. No one needs a Rolex or a Ferrari, but they feel better about themselves when they own one. Status is hugely important to some people – why else would they spend hundreds and even thousands of dollars on a purse or a pair of shoes when something from the discount store would work just as well?
To make it easier. Let’s say you sell an excellent course on how to get a particular result through a series of steps. Yes, they could do everything you teach in the system – or you could offer to do the work for them for a price. They won’t have the hassle of doing it themselves and can be sure it will be done right.
To feel good. This one is broad and encompasses a lot of things. We feel good when we pamper ourselves. We feel good when we do something for someone else. We feel good when furthering our education or providing for our future. No one buys something to feel bad. The question to ask yourself is, how does your product make your customer feel good?
To move us closer to our goals. Whether those goals are primary, like food and shelter, or grander, like taking over the world, we will buy almost anything that will help us get whatever we want most.
To move us away from pain. People will buy whatever that pain might be – physical, mental, emotional – if they think it will help ease or erase it.
To be superior. Few openly admit they want to feel special, yet almost everyone does. This is why people buy products they think are ‘cool’ or will make them look good, like tattoos or fast cars. They’ll buy things simply because they’re new or upgraded or because they’re better versions than what their friends have.
To keep up. People will buy something because everyone else has it and doesn’t want to be left behind. Look at smartphones. The more people had smartphones, the more pressure there was on everyone else to get one, too. If your product can reach a tipping point of popularity, people will buy it simply because others have purchased it.
To be a good fan. Football fans buy giant foam fingers to show they’re fans. Coke product collectors will buy anything with a Coke name on it. People who love Apple will stand in line to buy the latest gadget. Followers of a particular blogger will buy that blogger’s new book without hesitating. If you can build trust with your community, you can get them to purchase products simply because you recommend those products, whether they’re your products or someone else’s.
It’s on sale. Or scarce. Or both. Customers will sometimes buy things simply because they’re a good deal. If you don’t believe it, check out any black Friday sale – people line up to buy stuff they didn’t even know they wanted until they saw it would sell cheaply. People are also much more likely to buy if they think they’ll lose the chance to buy because of scarcity or the opportunity to buy at this low price because the price is about to go back up.
Bonus Reason: Because you orchestrated a marketing campaign that took away all the risks and provided many benefits, they couldn’t help but buy your product. And when they bought it, they did a little jig in front of their computer or held their phone, because they were so happy they got it!
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