Why People Really Buy ... Art

[marciayudkin]

I know we've had several threads on this topic, but here is a post about the real reasons people buy art that truly made me stop and think:

Why People Buy Art

There are three provocative elements in this blog post:

1)The fascinating examples of motives at the end that the author uncovered by asking probing questions of her customers. This artist must indeed have been a gifted listener to uncover these motives.

2)"Why do people buy art? Why do they buy anything? Because the pain of not having what is being sold is greater than parting with their money." This sure applies to Internet marketers.

3)"If you uncover enough pain it is interesting how their budget will increase." I think this means that you need to get them to focus on their pain before they are willing to spend more money to lessen the pain.

Your thoughts?

Marcia Yudkin

[ewenmack]

Very insightful...not something you would expect from an artist.

Then again, the reasons these people bought are not the usual suspects either.

The question becomes, how does a copywriter appeal to all the different reasons
why a person buys the same thing?

I ask because the artist quoted different reasons for each person.

The scope is wide...from saving a marriage to impress an important guest.

Taking it further, if a product is bought by 10,000 people and each person
had their own unique reason for buying, how the heck
do we cater to their wants in print?

Obviously we can't name 10,000 reasons to buy the thing.

Anyway...interested to hear others add to the discussion.

Best,
Ewen

[marciayudkin]

Ewen,

Most fine art is sold face to face, so the kind of dialogue mentioned in the blog post can indeed take place.

My uncle collected art, and he loved showing off his favorite works by not only pointing out how exquisitely they were executed but also by sharing stories about having met the artist in his studio. Also, in many instances each work was linked to a trip he had taken. For him, the pleasures of enjoying the work, remembering the trip and knowing the artist were all mixed together in his delight about his purchases for many years afterwards.

I agree it's a challenge for copywriters to find a lesson in this example that they can use, but maybe it's the power of sparking a conversation with the potential buyer.

Marcia Yudkin

[ewenmack]

Yes, I can now imagine how the buyers tell about
their personal life in a person to person situation.

They are in a heightened emotional state when
looking to buy something so personal...

compared to buying something like a sack of potato's.

It still brings up the issue of, we as sellers, just don't know
the reason why someone buy's, if we are truthful.

And for paid professionals, this can be scary.

Best,
Ewen

[Pusateri]

I've sold art, antiques, antiquarian books. The reason people buy them is the same. The object acts as a mirror for the buyer's soul. There is some part of them that looks at it and says, "That is me."

If you've never had the experience, it's hard to explain. A bit like being in love.

The seller's job is to help them see the reflection.

Once they do, the sale is easy. Who can leave a part of himself behind when the swipe of a credit card can make him whole?

[livepsycle]

You can find a person's pain by asking them what is important to them. People can't help but start talking about that. It's a just a quick hop from there to their pain.

[Cam Connor]

Great Article. I noticed it said this:

Selling art is not a manipulation. Who likes that? You are simply helping your prospects come to their own conclusions. And if you’re effective they will conclude that what you have to offer will solve a particular pain in their life.

Dan Kennedy said the exact opposite... "Selling is manipulation". I'd tend to agree with him. If the prospects come to "their own conclusions", it may not be the conclusion you want them to conclude when they are concluding, but I digress.

[Bruce NewMedia]

deleted post

[TracyNeedham]

Originally Posted by ewenmack

The question becomes, how does a copywriter appeal to all the different reasons
why a person buys the same thing?

I ask because the artist quoted different reasons for each person.

The scope is wide...from saving a marriage to impress an important guest.

Taking it further, if a product is bought by 10,000 people and each person
had their own unique reason for buying, how the heck
do we cater to their wants in print?

Obviously we can't name 10,000 reasons to buy the thing.
Best,
Ewen

Well, but if you ask enough people, there are bound to be some overarching themes that you could segment. Like the real estate buyer she mentioned, there are probably others just like him looking to make the right impression.

Or affluent spouses who want to express their feelings to the other with a very special gift. Those could be two markets you might create more targeted sales copy for.

[Alex Cohen]

Originally Posted by Cam Connor

Great Article. I noticed it said this:



Dan Kennedy said the exact opposite... "Selling is manipulation". I'd tend to agree with him. If the prospects come to "their own conclusions", it may not be the conclusion you want them to conclude when they are concluding, but I digress.

Allowing a prospect to come to his/her own conclusion is an advanced copywriting technique. I've seen it used in some of Gary Halbert's sales letters.

If you have access to the TrimSpa letter he wrote, you can see it there.

Alex

[Cam Connor]

Originally Posted by Alex Cohen

Allowing a prospect to come to his/her own conclusion is an advanced copywriting technique. I've seen it used in some of Gary Halbert's sales letters.

If you have access to the TrimSpa letter he wrote, you can see it there.

Alex

Gotcha. Well, if Gary Halbert does it..

[jgkelley]

As a writer/burgeoning copywriter, this post intrigued me. Thank you.

[writeandreview]

Excellent find, Marcia.

(Get the art reference?)

The author's attitude of establishing rapport (chit chat) and then selling reminds me a lot of Ben Settle's style.

(Which may only be due to the fact that I'm studying Ben's work.)

I expect the title on this art seller's business card reads "Art Consultant" or "Fine Art Connoisseur" as opposed to "Art Vendor" or "Art Sales".

And ... uh ... just one more thing.

Anyone using Columbo to drive home a point earns my immediate affection.

[Daniel Scott]

I think there is a takeaway for those of us who focus on selling in print...

Sometimes... the best thing you can do is to send people into the showroom.

I do a lot of marketing consulting... and one of the things I have to advise clients on is how to structure their mailings and sales funnels for maximum effect.

I think it's just as important to know what direct mail is great for... as it is to understand what it's often NOT great for (e.g. high-end purchases).

Marcia, there are tons of great lessons in that piece... I've just pointed out one.

Thanks for the share.

-Daniel