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Why people buy stuff

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  • Why people buy stuff

    Hi all,

    Just thought I would share some get back to basics type marketing
    info that comes straight out of marketing 101. If you let your
    brainstorming loose you might be able to apply these principles
    to your marketing message.

    1. Motivators: The three basic buying motivators that underly any
    purchase.

    • Needs
    Eg: Food, water, warmth and shelter. The items often sold on a needs
    only basis are large grocery chain items. High volumes low margin.
    Remember though that even a tea cosy can have a need motivator
    marketed. “Guaranteed to keep your tea warm on a cold winter’s
    night” this intimates that the customers will also warm themselves up
    with this nice warm tea.

    • Wants
    Satisfying the want desire is a little harder as people can survive
    without this item. Concepts like “it will save money” or the fact that
    “everyone has one” is a common want motivator. Craft items are
    often unique and the fact that not everyone has one is often the
    strongest motivator. With the tea cosy example” Each cosy is
    individually crafted to ensure you have a unique item” addresses the
    want motivator.

    • Desires
    The desire or emotional motivator is where people will pay a premium.
    The hallmark of this motivator is that this burning desire needs satisfying
    often with an illogical purchase. The desire to impress is an example. A
    marketing line for a tea cosy might be. “The intricate designs are sure
    to impress your friends”
    Working out which buying motivator to market towards will help you
    fine-tune your sales and marketing strategy. The tea cosy example all
    marketing strategy. The tea cosy example all together would read.


    Martha’s Tea cosies.

    Guaranteed to keep your tea warm on a cold winter’s night.

    Each cosy is individually crafted to ensure you have a unique item

    and the intricate designs are sure to impress your friends.

    Cheers
    Marc

  • #2
    Good stuff! It never hurts to go back to basics sometimes!
    Harriet

    www.seasparkle.co.uk


    www.thechildrensjewellerycompany.co.uk

    Comment


    • #3
      Very useful, thanks for that!

      Comment


      • #4
        How clever ) I must try and remember that...

        I use a few NLP techniques when writing copy...such as

        Aliteration....This temptingly tasty tea cosy...etc

        The rule of 3 - for some reason we respond to statements that come at us in groups of three (listen to Politicians speeches they do it all the time)... Temptingly tasty tea cosy works by the rule of 3 and aliteration...

        appeal to as many senses as you can i.e These products have to be seen, smelled and touched to be believed...

        for bath bomb, soap & Skincare kits
        plus Soap Base, Bath Bomb Ingredients, Butters,
        Oils and packaging for Bath & Body Products

        Comment

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