Why Do People Buy?

Every entrepreneur has asked the million dollar question, “Why Do People Buy?”  And every entrepreneur must be able to answer this million dollar question.

Of course there’s more than one reason. But I’m about to reveal the number 1 reason that makes people buy plus 3 more golden Rules.

However, before I tell you what it is, let’s talk about a stone cold fact we sometimes forget, especially when we eagerly set up our marketing messages and crank out our campaigns:

There are several rules every entrepreneur should follow.  The number 1 rule and one that you to keep in mind when talking to a new people:

Number 1 Rule: People Don’t Like To Be Sold!

As a general rule, people don’t like to be Sold.  They want to Buy.

No one likes a pushy person pressuring them to part with their money.

The moment we hear a sales pitch, we raise our defenses.  Why? Because we feel like we have no control over the situation, it’s like we’re being manipulated.

That’s why most folks despise dealing with pushy people.

Think about when you walk into a store and a salesperson comes up to you and says, “Hi, can I help you?”

For most the immediate response is, “No thanks, I’m just looking!”

That’s an automatic knee-jerk reaction; they don’t have to think about it, even if they are interested in something.

Here’s A True Story:  Last month I receive a phone call from a person trying to sell me life insurance.  I told him, that I just reviewed my insurance with my agent (which was true) and we upgraded to a new policy.  To that he responded, “I will be in your area Wednesday.  Will 2:00 PM work for you?

My response, “No I just upgraded my insurance, thanks for calling.”  He continued, “I can show you the latest updates to insurance.  I’ll put you down for 2:00 PM or will 3:00 work better!”

Of course he was trying to SELL me to which I had enough and said, “I have and agent and we went over my life insurance and upgraded to a new policy.  We are very please with our agent.”  To that response he said, “If Wednesday doesn’t work, I have Thursday available.”  I hung up.

He pushed me to the point of me becoming irritated.

This is an example of Being Sold…however on the flip side, we all like to buy.

How do YOU get people excited about buying?

How do you give them control of the situation, and make them feel like they’re NOT being sold?

Here’s the secret…

People want to do business with those who are REAL, and not with someone who’s insincere or inauthentic.

Especially online, where there’s so much hype.

Nowadays people are turned off by anything that looks or smells fake.

Even if they want your product, service or business opportunity, many will be skeptical from the get-go.

Why?

Because they’ve been burned before and they don’t want to be burned again.

I’ve been burned twice, and it caused me to be wary of online buying.

That’s why building TRUST must be one of your main goals.

Rule Number 2: You must build Like and Trust

People will NEVER buy from you or join your business opportunity if they don’t like and trust you.

It’s that simple.

Which is why you need to create unshakable trust and build rapport as quickly as possible.

It’s not going to happen with a magic phrase, a good headline, or even with compelling marketing message or a blog article.

Trust takes time.

Think about the people in your life that you like and trust.

Your relationship took time to develop; it didn’t happen instantaneously.

What is the best way to build trust?

In my opinion, it’s with…

Email marketing.

Emails allow you to consistently communicate with your customer. Build a relationship and start developing trust.

However, just because you’re sending emails, doesn’t mean people are going to read them.

And just because they read some doesn’t mean they’re going to take action, or that you’re going to build any kind of relationship with them.

My inbox is full of emails. Most of them are completely ignored. I’m sure your inbox is the same.

So here’s another key…

Rule 3: You have to write your emails in a way that gets people interested and excited about reading them.

I’ll give you 4 critical guidelines to help you.

Starting with…

The first thing you want to understand about writing emails is that you are writing to ONE person.

Even though your email maybe going to a list of dozens, hundreds, thousands, or even tens-of-thousands of people, you’re still writing to one person, and they need to feel like that—

They need to feel like you’re talking to them personally.

Also, think about this: Only one person is reading your email at a time, sitting at their desk so don’t make things sound weird and too formal by addressing a crowd in this “one-on-one” conversation.

And speaking of conversations, that’s brings us to point number two…

Your email is basically a casual conversation you’re having with that one person.

To help you write an email in that tone, picture yourself sitting across a table or a living room. Then imagine you’re having a conversation with them.

This is very important.

If you write like you’re composing an essay to your high school English teacher, nobody will be interested in reading it. Why?  it’ll sound forced and fake.

You’re not writing a novel, you’re having a conversation.

If you read any of my emails, I try to talk to you, thats because I’m a real person having a conversation with a real person.

Write like you talk and always remember to…

The third point is this: You can’t be pitching in every email.

Look at your inbox. Almost every email in there does nothing but pitch and try to sell you something.

Now, there is nothing wrong with selling—we have a business—but if all you do in your email is sell, people will get turned off and quickly start tuning you out.

If you do it once or twice, or if you do it now and then, it’s okay.

But if you just “hard sell or be pushy” in every email… would you open the email?  I think not!

If you know it’s always going to be another pushy sale, or some other “hyped up” email about a system that makes money, would you keep reading or would you click unsubscribe?

If every email is a pitch, you will lose your readership very quickly.

Your emails cannot be just all sales and pitches.

I don’t know what the percentage is, but I would say at least 80%, maybe even 85% of the emails I write don’t sound like a sales presentation.

However, if you look at every one of them, they always have a link that either leads to a product offer, or to a blog post, and within that blog post, there is an offer.

We’re in a business!  Any business must make a sales or it will be lost.  A good business model is always selling something. But if you want to stand out and have people read your emails you have to approach it in a different way.

Which leads me to my fourth point…

I believe the best way to engage your audience is to wrap your message with “infotainment“—

Which is entertainment coupled with information or “infotainment.”

Why?

Because we LOVE to be entertained!

This is why we watch movies and TV. We watch shows, follow sports and go to concerts. And spend big bucks on it.

We crave entertainment.

It’s a desire, a need we all have.

So when you send out something that’s entertaining, you’re almost guaranteed readership.

If people are just clicking out of curiosity, that’s not the point; you want your emails to actually provoke their curiosity.

You want to put something out there that grabs their interest, that intrigues them.

Couple that entertainment and information, and you’ll have a great email.

Curiosity + Intrigue + Entertainment + Information = Great Email!

And the easiest way to do that is with stories.

Most of the emails I write contain some kind of story.

I’m not talking about writing a book or a script for a movie or long winded stories.

If your stories are too long, work on chopping them down, because nobody is going to sit there and read painfully long emails unless they’re extremely engaged….so tell short stories.

Use your life as inspiration!

The reason stories work so well is because we’re hardwired to pay attention to stories.

Here’s an example of an email I wrote a few years ago; the subject line was…

“A Dog, A Stove, A Prime Rib Steak, And A Thief.”

It was a quick story about my dog, Olof going to the stove in which I was preparing dinner.  I put the prime rib on the oven door and went to get seasoning.  Upon returning, one steak was gone and the other on the floor.  The Olof was nowhere to be found.

It was an entertaining story, but the point of it was that dogs will do what dogs do.

It’s the dog’s nature that if they sees food, they’re going to go after it.

Thus…

Rule Number 4: If you want to sell to people, you need to understand human nature

If you noticed, I kicked off the email with an engaging, entertaining, and fun story about Olof getting to the oven.  Most people can relate or completely understand.

Then toward the end, I offered a product.   OFFERED, not Selling a product.

Again, no one like to be sold!

What are your stories?

You can talk about your family, kids, pets, neighbors, relatives; just everyday stuff.

Literally, the things that happens to you every day – find ways to write that into your emails.

It is a skill that’s going to take some time to develop.

You’re not just going to sit down in the beginning and immediately write a blockbuster email that’s going to engage everybody.

But if you do it every day, and if you practice, just like you practice anything else in life, you will get good at it, and you will start seeing results.

Here’s what I want you to do…

Write Something For The Next 10 Days!

I want you to write something for the next 10 days.

Write about anything.  The story of my dog and phone call was a real story.

I also wrote an article with a catchy opening about Are You Fishing With Strawberries?

I published the article in an email.

We took a trip and played with Dolphins, held an Alligator, met a radio personally.

All these turned out to be emails.

I also wrote emails about our business, because a business need sales.

Write something every day for 10 days.

You don’t have to publish it…just write!

Take 30 minutes, or longer.  It doesn’t matter.

Write one every day for the next 10 days, and watch as your skill of writing emails improves. And with it so will your results!