How to get people to buy your product? It’s a very good question.
While most businesses only focus on themselves, selling is all about solving a problem. And the first major mistake most marketers make is not knowing the market.
Let me ask you a question. How do you know your loved ones will be happy with a specific Christmas gift?
Exactly. By doing your homework. You ask questions or test some keywords to see how they react.
You see, marketing is no different. To make people fall in love with your product, you need to know them. You are not your customer. In marketing, playing all-in by guessing is dangerous.
To play it safe, you need to spend time on market research.
I know what you are thinking. Marketing research isn’t sexy. That’s exactly why most businesses skip it. Yet, it should be the first pillar of any marketing campaign.
Now, today we’re going to focus on a specific aspect of market research: psychology.
To know how to get people to buy your product, you need to enter their minds. And how are you supposed to do that? Well, by understanding human behavior.
So, what makes people tick?
In this article, I'm going to point out some psychological components that have a major impact on the buying behavior of consumers.
Let’s jump into it.
Customers care about the product, right? Wrong.
But if customers don’t care about the product, why do they buy it anyway? To answer this question, let’s play a video game that I call The Fire Flower. Player #1 is the store owner. Player #2 is Mario Brother.
Picture this: Mario comes into your store interested in the fire flower in your shop window. He needs to fight his enemies, but he’s not sure if the flower could be the right solution for him.
So, you're still wondering about "How to get people to buy your product?" And how would you play here? What would you tell Mario?
(1) You talk about the flower’s features. (2) You talk about how amazing it is to throw fireballs with the flower.
You have one life left. Otherwise, Mario is dead, you lose the sale, and the game is over. If you choose 2, play with fireballs, congratulations, you have just turned a regular customer, Mario, into Super Mario. What does that mean for your wallet?
“People don’t buy their way into something. They buy their way out of something.”—Dan Lok, business influencer
The question you always have to ask yourself is: “What problem does my product solve?” and stick to it.
Now, let’s jump into a real-life example.
It’s 2001, and you and I have a spot for the awaited Apple keynote in Cupertino. The ambiance is in full swing. In a few seconds, Steve Jobs will launch the first iPod. And he knows the "How to get people to buy your product” song.
Here’s how he introduced the iPod to the public: “1000 songs in your pocket.” That was the outcome. As a result, Apple sold 25,000 units of iPod in less than two months.
Don’t sell the product, sell the result.
What customers say about you should be as compelling as a sales page. Why? Because it's the first thing your customers are going to look at. In fact, 93% of consumers check a product review before making a purchase.
Now, the expression "following the herd" makes sense. In the bestselling book Influence: The Psychology of Persuasion, Robert Cialdini says: ”The greater the number of people who find any idea correct, the more the idea will be correct.”
If you already use social proof in your marketing strategy, that’s a good thing. However, if your customer reviews look like “Great product!” or “I love it," I’m sorry to say—those comments don't help anyone.
So, to learn how to get people to buy your product using the power of social proof, do the following: Interview your best customers. Be picky about this one.
Here’s a sample of questions you can ask your successful customers to build kick-ass social proof:
Why did you want to buy this product? What was your main concern?
How did you feel about it?
What did your life look like before you started using the product?
How is your life now using the product?
How much time did you spend thinking before taking action? Why?
What made you chose this product over any other?
You can even ask them to use their testimonial as case study material for your advertising strategy. When you do so, it’s not you who is selling anymore but your customers themselves.
What are the chances that potential customers relate to them? And most importantly, how does it change the game for your conversion rate?
If you want to know how to get people to buy your product, put them in front of reduced choices.
How many times do you hear this? "There are too many options. I just can’t decide."
And you know what? Your customers are no different.
When it comes to creating an offer, you need to be ruthless about how many options you want to provide. The last thing you want to do is overwhelm your market with lots of options—unless you don't want to sell.
Now, if you don’t mind, let’s talk about jam.
In 2000, Sheena Iyengar, Management Professor at Columbia University Business School, conducted a marketing experiment in a grocery store.
One day, customers found a table display with a selection of 24 different jam flavors. Another day, the selection was reduced to 6 jam flavors.
Guess which selection of jam generated more sales?
“People don’t make decisions based on what’s the most important, but based on what’s the easiest to evaluate.”—Barry Schwartz, psychology professor and author of The Paradox of Choice: Why More Is Less.
Now, to help you to get people to buy your product, you can use the 3-box selling strategy. Reduce your offer to three choices and put the product you actually want to sell in the middle.
And boom! Get ready to reap the benefits.
And here's one more tip if you want to know how to get people to buy your product in under 5 minutes. How frequently do you fit your marketing to impulse buyers?
According to a 2019 study from European Science entitled "Factors Affecting Impulsive Buying Behavior with Mediating role of Positive Mood: An Empirical Study," there are three types of impulsive buying:
Instant buying that is a quick process followed by positive emotions.
Impulse buying with less concern with price and amount.
A process that is a hedonic desire for abrupt satisfaction by using the products.
So, why is that important to you?
The right question to ask here is how frequently you should fit your marketing to impulse buyers. And the answer is, whenever you can. Here’s why.
According to Invesp, 84% of all shoppers have made impulse purchases. However, to get people to buy your product, these elements must be a part of your funnel and your advertising:
The most important part. It’s time to put your market research in action, putting yourself in the prospect’s shoes, and talking their language.
Make sure to focus on your customers. There’s only one question on their mind: “What’s in it for me?”
You should always add a certain sense of urgency and use exclusivity in your offer.
Another powerful psychological trigger in scarcity is to tell people what they lose by not buying your product.
Your call-to-action must be a no-brainer. What do you want your prospect to do? Be very clear on that.
With that said, massive windfalls are now waiting for you.
There you have it. You now know how to get people to buy your product in under 5 minutes.
Sell the result
Use social proof
Reduce the choices
Target impulse buyers
Here at Copywriters.com, we can help you implement these marketing strategies for your clients and customers. Connect with us here, and let’s talk about what we can achieve together.
Armelle Justine is a friendly and curious copywriter. She’s passionate about self-development and understanding emotions. Her background in the beauty industry allowed her to help women achieve their goals. When Armelle doesn’t write, she sells second-hand products playing with marketing strategies.Hire Armelle