Why do people buy your product or service? This might seem like a really obvious question to you – especially if you’re an accountant or mechanic or something straightforward like that.
But when you scratch the surface you might be shocked to discover that people buy your product or service for reasons that you weren’t even aware of.
You see, people buy for emotional reasons and back it up with rational reasons – so if you know both the emotional and the rational reasons why people buy your product, it will make your marketing so much easier.
Let’s take the accountancy business as an example.
You might think: “People buy my accountancy service because they need a tax return.”
But let’s dig a little deeper. What do they get when they buy your service?
1. A completed tax return yes, but what do they really get? Isn’t it peace of mind?
2. Maybe they buy your service because they believe that you can find more deductions for them than they can if they did it themselves? If that’s the case, they’re using your services to make money.
3. Maybe they use you because they don’t have time to do it themselves – so maybe they’re seeking more free time to be with their family?
You see, when you know all the reasons why people buy, you can start to incorporate that into your copywriting:
Here’s an example of what that copy might look like:
“If you don’t have time to fill in your tax return this year, why not let us do it for you?
Here are 3 great reasons why:
Make money, save money and give yourself peace of mind knowing it’s done right the first time by choosing ABC Accountants to do your tax return this year. Call us on 123456 to make an appointment.”
As you can see, this example highlights a few of the reasons why people buy a product or service.
This post was reproduced with the kind permission of Bernadette Schwerdt, Copywriting Coach, Australian School of Copywriting.
Robin Storey is an Australian author from the Sunshine Coast in Queensland, Australia. She is a certified book nerd and has no weird hobbies or unusual pets.