Published 20 September 2017 Category: Business Insights, Compass Tips

Why People Buy

Here's why ‘WHY’ is such a profit-making marketing trigger.

Let’s examine the six honest questions - What, How, When, Where, Who and Why. Which one of these is the most powerful psychological movers of them all? This would be better answered with an example.

Let’s assume you needed to go to the supermarket. All the other triggers (how, when, where, who and what) would make absolutely no difference if you didn’t know ‘WHY’ you were headed there. Everything else would be totally irrelevant. Once you know WHY you’re doing something, everything else is just a matter of logistics.

Why Does 90% of Advertising and Marketing Communication Go Down the Drain?
Simple. Look for the WHY in advertising and scarcity pops up instantly. All the fancy layouts and the smart headlines can’t quite compensate for the niggling question that goes unanswered. All your customers want to know is, Why should I choose you? Why should I take this decision? Why should I spend this money? Why should I look at your website? Why should I read your brochure?’ Why should I listen to your speech? ‘Why?

Dump the cotton woolly fluff. Get your customer’s brain to go scrambling like an over-enthusiastic pup after a Frisbee. Once you have enough WHY factor built into what you’re selling, everything else is just clip, clop, fall in place stuff.

Look at your communication. Have a good look at it! What about your website? Does it answer the question WHY straight up? And does it do it on the first page? How about your brochure? What about your speech?

If the WHYs don’t stack up, dump the communication. Or chop and change it till it does.

“All communication must lead to change.” Aristotle - Man, Was he Smart or What?
That’s what the old wise man said over 2300 years ago.

Every business deals with customers that inherently detest change. WHY is the only motivator that allows them to make that shift. Change is still a scary word, but at least the justification sits nicely in their cranium.

In fact, if you look closely, even a WHAT question like, What’s in it for me?, is really a “WHY” issue. All it is saying is ‘Why should I pay attention?’ Give your customers the WHY factor and their buying sprees will reflect nicely in your growing bank account.

This is simple, down to earth advice. Yet it represents one of the most powerful psychological triggers why people buy. WHY on earth would you ignore it?