What people really want - and how to give them
People rarely buy what they buy. Come again?
It is true - that people buy goes far beyond tangible products and services. What people buy are the intangibles beyond what you can see and touch, such as image, security, freedom, peace and joy.
Are you giving your clients what they really want? You know what?
If all motorcycle enthusiasts wanted a two-wheeled motor vehicle, then why do some shopping and buy some BMW Harley-Davidson?
This is not the steel and the mere functionality, each of these bikes take a picture. A silent states BMW sophistication, comfort and style. A Harley roars: "I'm tough and dangerous to a person to be reckoned with! "
Car buyers want more than just a car, they want a car that proclaims who they are, something that defines them.
Mercedes drivers want prestige. Toyota Prius drivers are defined as sensitive and environmentally conscious. Jeep drivers love the rugged image of freedom and manly activity.
Most of our buying decisions are taken to define the world, instead of meeting basic survival needs.
Abraham Maslow gave us idea of the human psyche, with its "hierarchy of needs." If you are trying to meet the needs basic, which is far behind the curve of civilization. We conquered survival, and now we want self-definition and fulfillment.
- If you're selling soap, soap does not sell, sells environmentally conscience.
- If you sell food, do not sell food, sell health and welfare.
- If your product is men's shoes are not sold men's shoes, sell the image of elegance.
- If your business is product of haired woman, do not sell shampoo, selling casual and sexy.
Giving people what they want
How is simple: talk to intangibles in every small business marketing communications. Help your customers to define and improve their desired self-image by buying your product.
Consider this example of a Bowie knife by Lone Star Cutlery, an online retailer of sporting knives and collection. The current description is just a list of tangible features:
- High Carbon Steel Blade Floor 440 Sabre Clip
- India stag bone handles beautiful
- Brass Guard and Pins
- Full Tang Construction
- Tan leather belt sheath with the impression "BEAR & SON"
- Bear & Son Limited lifetime warranty
Now look at the knife come alive with the description Sample the following:
Easy, partner - this bad boy bitten by 9 inches. If you eat delicately French gourmet food, enjoy classical music, and rotates in a luxury sedan, this is not for you. This beauty is the Harley-Davidson of cutlery, the fighter Backwoods rough and fall only the toughest customers. When solid grasp the handle and test the balance that will feel the wind in your hair from the plains, seeing the blue sky to the west, and pain of being in a wild and dangerous chase. Yes, sir, there is ample power in this steel - and only the bravest dare to exercise.
Y if not you, it is best to gradually move away from this Bowie here ...
Of course, this knife will not be used in a wild "and dangerous "Hunting. It's going to sit in a glass case, and rarely touched, if at all.
But what matters - buyers want more than the actual knife, but you want the image that represents the knife.
The description of the sample above them sell what they really want, beyond steel and bone. They want to feel an increase in their self-image when they pick up the knife.
About to explode your sales? Sell your customers what they really want - the intangibles of the image and feeling. Talk to your own definition, rather than the needs of survival. Clearly demonstrate why the purchase of your product or service is a perfect expression of what they are.
People do not buy what you see - they buy what they are. Do you know who are your customers? Are you helping improve their self-image?
About the Author
Stephen Palmer is a small business marketing consultant with KGaps Consulting. He helps small businesses increase website traffic, leads, sales, referrals, and customer retention through Hub Mentality, a proprietary marketing methodology. Download his book on Hub Mentality for free at www.HubMentality.com.
Are there any leather working trainers in California?
You know, the basics. I'm not trying to become a teacher or leather worker anything, but I would like to learn enough to so hidden, that the simple clothes, make accessories like a holster knife or something. Mayor de San Francisco Bay Area is expected, but I am willing to travel all the way to Sacramento or down to Monterey to Stockton or if I need it.
In Oakland, CA at 333 East Calle 8 or http / / peralta.cc.ca.us. They have a leather upholstery work and training / information.
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