This gets to the real reason why people buy...not the one you think

by ewenmack

Posted: 13 years ago 31 replies

COPY WRITING

Wouldn't it be great if we got to the real reason why somebody takes action and buys?

Not the ones we come up with

Not what the product creator comes up with

Not the ones the buyers initially tell us

But the one moment in time the decision is made to make change.

The one the buyer can't even tell.

Here's what I discovered from interviewing a young mother about weight loss..

First I was interviewing her because I wanted to find a hook for a weight loss promo.

We were speaking about a different subject all together on another occasion and I
mentioned about an interviewing technique that gets to the real motivator of people.

Gave an example of a woman being interviewed for a weight loss product and how the interviewer said to every answer "Why is that important to you?"

After numerous asking "why is that important to you, she finally said..

"I want to be able to undress in front of my husband with the lights on"

Finally, it came out it was her embarrassment and shame that drove her to action.

As soon as I mentioned that quote, she said, "OMG I can so relate to that!"

That's when I wanted to interview her about her motivation to lose weight.

And so we set up a time and did it.

She felt comfortable sharing very personal details.

Probably wouldn't work if she didn't.

Anyway, she came out with all the "street language" that I and you probably have never seen in ads before.

Like...

Yummy Mummy

Slummy Mummy

Jelly Belly

So descriptive, which makes them memorable

chick chat

And here's the motivators she said...

Wanted her brother to be proud of her at his wedding coming up

Didn't want to be called a Slummy Mummy

Wanted to get back, almost revenge, at her ex husband

See what we have here, a set date to lose weight by

impress another important person

Save embarrassment

Elicit revenge

She said all weight loss ads that say "lose x number of lbs in x number of days just
get ignored by her.

There's no emotional connection to her world.

Being embarrassed to undress in front of husband after having children gets into her world.

My point in all of this, the answer to your ad question doesn't lie in your head or your clients head, it lies in the head of buyers.

And only if you drill down deep enough to get the real motivator.

It's never the obvious one from them either.

Best,
Ewen

#buynot #people #real #reason

KeyboardMonkey 13 years ago

"Benefits not features"...dictum well worth repeating.

Thanks!
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tokaje 13 years ago

I agree with you. It all comes down to the feelings the prospect get after reading a sales letter, and if they get the right feelings, you want them to have, then they most likely will act/buy, because it lies in the nature of the human mind. And when there´s only one way communication, it usually can be a lucky punch, even though you try to figure your prospects out....... much easier face to face :-)
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davemiz

13 years ago

theres only 2 reasons people don't buy.

1. they dont have the money
2. they're not sold.

period. end of story.

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â€œJudge your success by what you had to give up in order to get it.â€
― Dalai Lama XIV

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amo992 13 years ago

Originally Posted by davemiz

theres only 2 reasons people don't buy.

1. they dont have the money
2. they're not sold.

period. end of story.

Haha. Well put.
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- Shadowflux 13 years ago
  
  I think this comes back to the fundamentals of selling anyone on anything. You have to speak their language and see things the way they see them. You have to write directly to these people in a way that is not only easy to understand but elicits some sort of personal connection.
  
  The "Lose x lbs in y days" ads don't work for her because they're impersonal. That would be like selling a car as "drive x distance in y amount of time".
  
  The first step is building rapport, the reader needs to know that you understand their problem in a unique and personal way and that you have a solution that is ideal for them.
  
  It's all about what people really want, they don't want to lose weight, they want to look sexy. They don't want to exercise, they want to make people jealous because of how good they look. Anyone can lose weight through diet and exercise, that's not why they're going to buy your weight loss product.
  
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Pusateri

13 years ago

Originally Posted by davemiz

theres only 2 reasons people don't buy.

1. they dont have the money
2. they're not sold.

period. end of story.

The question isn't why don't, but why do.

Because they have the money and they've been sold is not a helpful answer.

Ewen is is absolutely correct. The answer is in the head of the customer. Unless you are part of your target market, or a psychic empath, listening to people is how you get those answers.

But you won't get anything useful walking up to them with a clipboard, asking away and jotting down answers. Productive interviews take time. There is a reason that asking, "why is that important to you?" after each answer works.

At first people will give you thoughtful and logical answers that aren't worth a damn, but have to be purged before you get to the real stuff. Keep talking, build rapport and get their guard down. That's when you will get to the emotional red meat.

Barbara Walters and Clotaire Rapaille have made careers doing this.

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ewenmack

13 years ago

Learnt it from a couple who were paid $500,000 by Corporate 5oo clients to elicit this
kind of information.

That was their methodology.

They passed on to me on how to know when you hit the real motivation of the person to take action.

It's at that point the interview would stop because they and their clients wanted to know what the motivation to take action to change and buy was.

They got it.

Best,
Ewen

Originally Posted by Pusateri

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Bruce NewMedia 13 years ago

Originally Posted by ewenmack

Learnt it from a couple who were paid $500,000 by Corporate 5oo clients to elicit this
kind of information.

That was their methodology.

..Ewen, it reminds me of the Livingston's?
_____
Bruce
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davemiz 13 years ago

Because they have the money and they've been sold is not a helpful answer.

lol... dude... you dont get it.
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â€œJudge your success by what you had to give up in order to get it.â€
― Dalai Lama XIV
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- Pusateri 13 years ago
  
  Originally Posted by davemiz
  
  lol... dude... you dont get it.
  
  I get it. And I agree with it.
  
  But, like most aphorisms, it's a start, not a strategy.
  
  Saying that the only reasons an engine won't start is because it's not getting fuel or it's not getting spark doesn't help anybody understand fuel and ignition systems.
  
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Viramara 13 years ago

it sells because it really touch emotional side. Emotional is subconscious, that's where the buying trigger begins. now if you drink X beer will you really attract ladies? Logically no, but that's what they say in commercials. Because that grabs emotion
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gjabiz 13 years ago

I'm doing some research in the library and don't have time to dig it out...I think I posted it here in 2009...anyhow, the BOYFRIEND WANTED ad written by Bed Weckesser demonstrates copywriters are aware of the real and or deeper needs. Perhaps someone else can point to it...it too, was for a diet book and was second only to Bud's ATLANTA HOUSEWIFE NEARLY ARRESTED ad for diet products.

But a point I want to make today as someone who was extensively involved in focus groups and learned the head was a liar and the heart a thief...believe copywriters MUST stay on top of all current research and anything new on motivation.

I'm currently suggesting Daniel Pink's book, DRIVE for my summer reading list.

Your friends, who are paid a lot of money to get to the TRUTH are using today's techniques to probe beyond what the head says...cause in focus groups they would say one thing and do another...until MONEY was put on the table (we always found it to be a truth teller)...

and even with probing to a deeper emotional level, the heart was so hardened, so defensive and so protective...it would still your time.

ONCE you get to the real motivators which WORK on people...you have to craft a promotion which resonates with your target audience. You won't find a better example than Weckeser's two ads I mentioned. I think Lawrence B. or someone might have them posted up.

gjabiz

PS. After my research, I'll revisit this thread to see other opinions and posts. Good thread starter OP. Thanks.

Here is a similar ad, not as successful as the two mentioned, but it worked too.

http://www.infomarketingblog.com/ima...eePress_ad.jpg

Here is a link to a post I made regarding this ad at my forum along with the opening.

STUDY THIS OPENING PARAGRAPH young copywriters or wannabees, it is a LESSON on how to do it.
http://www.sowpub.com/forum/showthread.php?p=24768

HEADLINE:
"When I see my ex-husband, I have this secret trick I play on him..."

Followed by this sensational start:
"Did you ever notice that when you're fat, men don't look you in the eye? They look across your shoulder. There's no eye contact. My name is Leslie McClennahan. I'm a real person. I live near Goose Creek, South Carolina. Up until two years ago, I was never looked in the eye. By anyone."
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davemiz

13 years ago

IMO.... you dont really need a strategy... you just need to friggin' sell.

make someone WANT the thing... really badly.

I mean really.... do you need a strategy on how to sell? if so, you're clearly not a salesman.

(not referring to you Pusateri, but 'you' in general)

if they have the money and dont buy, thats YOUR fault. You didn't sell them.

Thanks
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â€œJudge your success by what you had to give up in order to get it.â€
― Dalai Lama XIV

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Pusateri

13 years ago

Originally Posted by davemiz

Would you use the exact same approach in selling to a 22yo male hipster as you would to a 55yo female attorney? Or would you tailor your pitch to the audience?

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Stephen Dean 13 years ago

Originally Posted by Ken_Caudill

need (or desire with luxury products)

Surely desire over need comes in to play in more circumstances than just luxury products.
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davemiz 13 years ago

Ken... trust isn't a big issue.... because if you make someone need something badly, they won't have concern for trust as much... look at drug dealers... their customers want/need the product badly (aka ARE SOLD ON IT)... they will go to great lengths and do stupid things to get it.... even if they dont really trust the dealer.

Pusateri - Sales is sales man... yes.... you still gotta get them sold.

for ex. AIDA.... does that change because you're dealing with an 84 yr old woman?

NO.

Does it turn into AISADIA? NO

You still gotta sell man.

I think you're confusing the prospect more than the sales approach. if 1% conversion is normal.... then whomever is selling is the worst salesman in the world.

if i closed 1% when I was a commodities broker (aka boiler rooms), I'd be fired on the spot. 1% means you can't sell man...

if we didn't close a MINIMUM of 10% we were fired.

the sales pitch doesn't change bro... thats the problem people make... they're too worried about the prospect and not about sellin'.

like i said... theres only 2 reasons why a prospect doesn't buy... they don't have the money or they aren't sold.
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â€œJudge your success by what you had to give up in order to get it.â€
― Dalai Lama XIV
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- MRMagMark 13 years ago
  
  Someone once said that you keep asking "why" to the prospect until you get to the "because it makes me feel good" part.
  
  So for weight loss supplements geared toward women:
  
  Why do you want to lose weight?
  
  Because it will make me healthier
  
  Because it will cause me to be proud of my appearance
  
  Because I won't feel embarrassed to be naked with the lights on
  
  Because it will make me feel good to know I look good
  
  People feel good when they make healthy choices, wise choices, smart choices, choices that benefit their loved ones, etc. etc.
  
  As for money, there have been things I've bought in my life that I really didn't have the funds for; but I found a way to do it because I was sold on the belief that I really needed the item of purchase to succeed.
  
  And yes, success makes me feel good.
  
  Thanks
  
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davemiz

13 years ago

yeah but IMO... you gotta dig deeper, if possible to find the *true* motive.... to do so, the 2nd question you'd ask something like

and what does (their first answer) do for you?

why is (their first answer) important?

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grlpub

13 years ago

Originally Posted by davemiz

And where would you find the subjects to ask these questions? I've been to focus groups as a participant a couple of times. My impression is, while everybody at the meeting provided honest answers, there wasn't a whole lot of "emotional" sharing going on, just the initial reaction to the product were were shown.

More importantly, sometimes people buy for diff. reasons. And the person you're interviewing to dig up the root level primary reasons why they want something, may not be the one who sums up the most common sentiment.

What you got out of that particular person may only apply to a small slice of the larger group you're trying to target.

That's unlike the example with the woman (or a man) who wants to look good naked in front of a spouse - that potentially may be one of the common denominators for many others.

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annabelle07

13 years ago

Really like the thread you started Ewen...and completely agree with you on your method of finding what the true motivation is behind a customer buying something!...I'm not a compulsive buyer by nature...but there are certain things that I'd buy almost instantly if it hits home by way of talking to me and me alone...nice one...thanks!

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ewenmack

13 years ago

Annabelle,

Look out for a recent example of the reason why a client bought recently.

Very interesting.

Coming tomorrow.

Best,
Ewen

Originally Posted by annabelle07

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jannet1 13 years ago

It all arrives down to the sentiments the outlook get after reading a sales note, and if they get the right sentiments, you desire them to have, then they most probable will act/buy, because it lies in the environment of the human mind.
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ThereIsAlwaysHOPE 13 years ago

Based on my personal observation, there has always been an emotional connection to the reasons WHY a person will buy (in one way or another).

And as we know, emotions can be a very powerful driving force behind someone's actions (even if they realize/admit it or not)

Well, just my opinion
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mrbawb 13 years ago

Originally Posted by ewenmack

Here's what I discovered from interviewing a young mother about weight loss..

Great post. The part where she desired to be able to disrobe with the lights on is touching.

WHERE did you find this young mother to interview?

Thanks
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- ewenmack 13 years ago
  
  Originally Posted by mrbawb
  
  Great post. The part where she desired to be able to disrobe with the lights on is touching.
  
  WHERE did you find this young mother to interview?
  
  Thanks
  
  Rather not tell because it may give her identity away.
  
  Best,
  Ewen
  
  Thanks
  
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grlpub 13 years ago

Here is a challenge for you... Why do people buy here, on WF? There are 100 of WSOs posted here every day, plus the classifieds. And at least a few people buy some and quite a number buys others. Some even sell many 100s of copies.

Do all these folks really need yet another WP plugin that's posted today, or another articles submitter software, or a better niche finder, or one more adsense or launch optimized theme, etc?

Or do they buy because they have been conditioned that they need it? They've been convinced that THIS thing will make a difference in their business, their income, and the most successful WSOs just manage to do it with more convincing power?

Perception is reality, but what do we have more of?
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Wilding 13 years ago

Those weight loss insights are crazy-deep. Great post man!
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sweetloleypop 13 years ago

They buy because they believe the product include the benifits.
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This gets to the real reason why people buy...not the one you think

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