Work at Home Business Opportunity in Canada

How to win the hearts and business of your prospects.--Glenn Beach, Editor


Why People Buy



By Jay Conrad Levinson Copyright 2004


Geoff Ayling, in his superb book, " Rapid Response Advertising," provides wannabe guerrillas with a full fifty reasons why people buy. There are really far more than fifty, but I have a feeling that these fifty will get your creative juices flowing. People make purchases for these, among many reasons:

  1. To make more money -- even though it can't buy happiness
  2. To become more comfortable -- even a bit more
  3. To attract praise -- because almost everybody loves it
  4. To increase enjoyment -- of life, of business, of virtually anything
  5. To possess things of beauty -- because they nourish the soul
  6. To avoid criticism -- which nobody wants
  7. To make their work easier -- a constant need to many people
  8. To speed up their work -- because people know that time is precious
  9. To keep up with the Joneses -- there are Joneses in everybody's lives
  10. To feel opulent -- a rare, but valid reason to make a purchase
  11. To look younger -- due to the reverence placed upon youthfulness
  12. To become more efficient -- because efficiency saves time
  13. To buy friendship -- I didn't know it's for sale, but it often is
  14. To avoid effort -- because nobody loves to work too hard
  15. To escape or avoid pain -- which is an easy path to making a sale
  16. To protect their possessions -- because they worked hard to get them
  17. To be in style -- because few people enjoy being out of style
  18. To avoid trouble -- because trouble is never a joy
  19. To access opportunities -- because they open the doors to good things
  20. To express love -- one of the noblest reasons to make any purchase
  21. To be entertained -- because entertainment is usually fun
  22. To be organized -- because order makes lives simpler
  23. To feel safe -- because security is a basic human need
  24. To conserve energy -- their own or their planet's sources of energy
  25. To be accepted -- because that means security as well as love
  26. To save time -- because they know time is more valuable than money
  27. To become more fit and healthy -- seems to me that's an easy sale
  28. To attract the opposite sex -- never undermine the power of love
  29. To protect their family -- tapping into another basic human need
  30. To emulate others -- because the world is teeming with role models
  31. To protect their reputation -- because they worked hard to build it
  32. To feel superior -- which is why status symbols are sought after
  33. To be trendy -- because they know their friends will notice
  34. To be excited -- because people need excitement in a humdrum life
  35. To communicate better -- because they want to be understood
  36. To preserve the environment -- giving rise to cause-related marketing
  37. To satisfy an impulse -- a basic reason behind a multitude of purchases
  38. To save money -- the most important reason to 14% of the population
  39. To be cleaner -- because unclean often goes with unhealthy and unloved
  40. To be popular -- because inclusion beats exclusion every time
  41. To gratify curiosity -- it killed the cat but motivates the sale
  42. To satisfy their appetite -- because hunger is not a good thing
  43. To be individual -- because all of us are, and some of us need assurance
  44. To escape stress -- need I explain?
  45. To gain convenience -- because simplicity makes life easier
  46. To be informed -- because it's no joy to be perceived as ignorant
  47. To give to others -- another way you can nourish your soul
  48. To feel younger -- because that equates with vitality and energy
  49. To pursue a hobby -- because all work and no play etc. etc. etc.
  50. To leave a legacy -- because that's a way to live forever

I must add one more area about which you should be creative, one more reason that motivates people to make a purchase, and that area deals with pain. Thomas Jefferson said, "The art of life is the art of avoiding pain; and he is the best pilot, who steers clearest of the rocks and shoals with which it is beset."

More recently, Sam Deep and Lyle Sussman, who wrote " Close The Deal," teach the importance of pain and the ways to learn where it resides. If you know exactly, you've got a heckuva great starting point for your creativity.

There. Now that you've got 51 ways to win the hearts and business of your prospects, I think you'll have an easier job of winning sales and profits.
--------------------------------------------------------------------------------

Jay Conrad Levinson is the author of the " Guerrilla Marketing" series of books, the best-selling marketing series in history. His books now appear in 37 languages and are required reading in many MBA programs worldwide. This article has been excerpted from Jay's new book, " Guerrilla Creativity: Make Your Message Irresistible with the Power of Memes", published by Houghton Mifflin.

You are free to copy this article to your site as long as you include the resource box.


Work at Home Business Opportunity in Canada