When it comes to your customers, the cold hard truth is that as soon as you think you’ve got them figured out, they’ll surprise you and keep surprising you until you’ve dwindled your marketing budget down to nothing — leaving you standing with a heavy box of unsold products and an empty pocket.
With that said, while I would never trust a marketer or a salesman who claims they possess some magical marketing formula, I do believe there are small commonalities we can find in human behavior that can give us a deeper look into why they buy what they buy.
In this article, The psychology of selling, I hope to offer some insight into the mind of the customer, so that as you craft your marketing plans and strategies you can be cognizant of what goes on inside the minds of the folks you’re marketing to.
Please know that I am by no means claiming to be an expert on this topic, but am just sharing lessons I have learned from reading plenty of old school advertising books and of course running my small copywriting shop, Honey Copy. Without further ado, let’s have a quick chat about the psychology of selling.
People buy when something hurts or when they want to feel good.
At the most basic level, it’s important to understand that most people buy for one of two reason — they buy to move closer to pleasure or to move further away from pain.
We will use wine and a bad hangover as an example…
FINISH READING: The psychology of selling. – The Startup – Medium
There are two benefits that just about every seller of a supplement claims about their product. It staves off Alzheimer’s disease and contributes to weight loss. Okay, so they usually state, “may”, but what difference does it make, except in a legal sense, when those words are associated with the product and is under the benefits category? The influence on your brain/mind/judgment is already out of the box. You’ve been hit. After all, they don’t state may not contribute to weight loss or may not stave off Alzheimer’s disease. But even if they did, two conditions that plague the health of a lot of humans is still associated with a product touting a benefit. That’s a powerful pull to purchase the product – with or without the ‘may’.
Consider this: If all these supplements did what they claimed to do or may do, there would be no diseases to treat. It should be illegal to make false claims. For instance all that hype over probiotics and now I’m seeing articles that tell people to stop taking them. Somebody made a bunch of money on that run. I agree. with the don’t take them. I took them, and regretted it for the way they made me feel. All of a sudden everybody in the world has leaky gut? Come on.
Anti-inflammatory. Antioxidant. Really? I should have no pain for the amount of those I took. I have more pain.
Right now I’m not taking any supplements. Yes, I fell for some of the hype. But in the end I gained weight, have more pain and I didn’t see any difference in the thinking department.
Be advised though that all supplements have side effects. Check them out before making a purchase. The side effects have to be actually documented. Benefits don’t if they use the word ‘may’.
I’m not naming specific supplements, because there are just too many of them. Do your research.