Post a new topic
    0 Replies Latest reply on Jun 24, 2008 5:41 PM by rontowns25

    Understanding Why Consumers Buy and How to Attract More Clie

    rontowns25 Adventurer

      One of the most basic concepts of economics is want
      vs. need. They may sound
      similar, but they’re as different as day and night. As a small-business owner, it’s important to distinguish between the
      two in order to attract more clients and grow your business. By learning the

      specific wants and needs of your clients, you can learn how to better
      market your product or service in a way that speaks to your ideal client and
      leads them to buy from you.


      • *


      *Wants vs.



      A want is something you would like to have. It
      is not absolutely necessary, but it would be a good thing to have. A good
      example is music. Now, some people might argue that music is a need but
      you don't need music to survive.



      A need is something you have to have, something
      you can't do without. A good example is food. If you don't eat, you won't
      survive for long. You might not need a whole lot of food, but you do need to


      It may sound completely
      counterintuitive, but the fact is, wants are much more powerful than
      needs. Even though their needs must be fulfilled for survival, most people make
      their purchasing decisions based on their wants, rather than their needs. For
      example, people need to lose weight for health reasons. A weight-loss
      clinic might assume that clients would respond to a weight-loss program that is
      positioned to help them feel better and improve their health. But oddly enough,
      what most people want from a
      weight-loss program is not health, but to look better, attract more romance
      into their lives, to receive compliments from people and gain confidence. Those
      are all emotional wants versus objective needs.


      When marketing your product
      or service, stay away from focusing on promoting the need for it, because until
      you identify why clients want your product, you will never be successful
      selling to them. Here are some tips to help you identify your client’s wants
      and develop effective marketing messages that will help you generate more


      *Hot Buttons
      — Price vs. Value



      Depending on your industry, clients will have
      different wants and needs, called “hot buttons.” Hot buttons are the problems,
      frustrations and concerns that most clients consider when they do business with
      companies. Many business owners feel that price is always the number-one hot
      button that impacts their clients. In reality, price is one of their last
      considerations. Most clients are more than willing to pay a higher price if you
      offer enough value to warrant the higher price.



      Unfortunately, most marketing and advertising looks
      exactly the same and ignores these hot buttons. Everyone uses the same old
      phrases and platitudes such as, “We’re the fastest, we’re the best, we have the
      lowest price, we do excellent work,” and so on. And since everyone says this,
      your clients become desensitized and don’t believe any of it. If you market
      this way, as most businesses do, your clients can’t determine the true value
      you provide, so they default to lowest price as a differentiator. Whatever you
      do, don’t fall for this trap!



      Fortunately, the idea that price is most important
      exists only in the mind of the business owner. All you need to do is provide
      more value than your competition, and promote it. Your marketing messages
      should highlight the parts of your business that meet the wants of your ideal
      clients by addressing their hot buttons.



      Below is a list of industries and their corresponding
      hot buttons. Select the industry category that your business belongs to and
      then prioritize your customers’ hot buttons in order. This exercise will help
      you identify your ideal clients’ wants in order to create the proper messaging
      that will appeal to them.

      <p c </strong>


      *Common Hot
      Buttons for:


      *Fix it right, Fix it fast,
      Be on time, Provide quick resolution, Be honest



      *Expected results, General
      customer service, Price of affordability, Guarantee results, Trustworthy



      * Product options, variety,
      selection, Product quality, Product results match expectations,


      Customer service, advice, knowledge, Price



      *Opportunity*/ Entrepreneur Industry- Make
      money (return on investment), Easily transition into ownership, Validation,
      Proof of support, Resonates with beliefs and values



      Wholesale Industry- Make
      more money and higher margins, ess hassle, easy to do business with


      Low risk, Reliability, Receive it on time


      \\Overall, these hot buttons apply to most businesses in each industry category.
      Occasionally, other hot buttons may be more appropriate than those listed. If
      you honestly believe your specific hot buttons need adjusting from those that
      are listed, please make those adjustments now by either rearranging the
      priority sequence or removing and replacing any hot buttons you feel may be
      more appropriate for your business.


      using these guidelines, you can create persuasive marketing messages that
      address your ideal clients’ needs and motivate them to buy from you. If you do
      this really well, you will find yourself attracting more clients in a short
      amount of time. Click to see more helpful info for small businesses...