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Do people want to buy from you?

by Alison Bradford

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I’ve been having lots of conversations just lately with business owners about marketing their business and it got me thinking about what makes me buy from a business.

We know about the ‘know,like and trust’ factor and how marketing is really about building relationships and connecting with your future clients, but what are the emotional triggers that put you in that state of mind where you just have to buy something?

Is it just me or do you get excited when you’re away from home and see a shop or something to buy that reminds you of home?

I’ve been to Hong Kong and got very excited to see a Marks and Spencers – I even had to go in and buy my husband some socks that he didn’t need! So, what was going on there – am I just really sad or did the sight of something familiar in a foreign land give me that warm reassuring feeling that led me to buy?

I’ve done similiar things all over the world – Boots seems to be a particularly reassuring shop for me to find, even though I don’t use it that much in my home town. I’ve been into Boots in Thailand to buy shower gel and I even get a bit excited to see one when visiting other places in the UK shouting ‘look, there’s a Boots!’, while my family look at me sadly.

My point is (yes I do have one) sometimes we buy things just because it makes us feel good and not because we need it.

There are all kinds of emotional triggers taking place when we decide whether to buy something or not. What emotions is your brand triggering for your customers? Are you reassuringly consistent? Are you exclusive and triggering that desirability for prestige? Maybe you’re using temptation and the lure of something you really shouldn’t have (think cream cakes ‘naughty but nice’, or numerous chocolate bars).

Customers needing what you are offering is a great starting point but, let’s face it, do they really need it? Instead consider how you create people who really want to buy from you and how you want them to feel when they are buying from you.

By the way, if you’re not already, please sign up to receive my free ‘Rock Your Business’ tips in the box at the top right of this page and you’ll get articles, tips and inspiration for being a Solo Entrepreneur delivered straight to your inbox.

 

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Alison Bradford

Alison Bradford is a business coach who works with smart, ambitious business owners to get clarity about how they can grow their business and increase profit. Sign up here to learn 6 easy ways you can boost profit in your business today.

{ 4 comments… read them below or add one }

Lulu April 10, 2012 at 3:01 pm

My little girl was delighted to visit Tesco Lotus in Koh Samui Alison – think she might share some of your traits! She’d had enough of everything being strange and visibly relaxed when she entered Tesco and happily bought some Barbies! That’s made me think about how important branding and consistency is in business – it’s reassuring to customers.

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Alison Bradford April 11, 2012 at 6:54 pm

Must check that out if I ever get to go to Koh Samui! Goes to show just how young we start to show our marketing preferences too.
Thanks for your comment Lulu x

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Jenny April 4, 2012 at 1:09 pm

I’m the opposite! If I’m away from home, I tend to seek out things that will remind me of the day out/holiday – not necessarily the usual tacky souvenirs but more often things that I wouldn’t normally splash out on. I have a lovely knitted doorstop that reminds me of our last holiday in Jersey (even though it wasn’t made there, but in London!)
I guess my aim for my business is to make my customers smile when they see my products – to make them feel a little bit warm and cosy inside, and for them to feel that I have created something special just for them.

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Alison Bradford April 7, 2012 at 7:56 pm

Great comment Jenny – and it’s great that you’re already thinking of what you want people to be feeling when they look at your gifts. It always surprises me what triggers are at work to get me to buy something and warm and cosy works for me – it makes me think of that beautiful crochet baby blanket I saw on your site Jenny!

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