Why People Really Buy: The Emotional Reason Customers Buy From You
It’s not logic. It’s emotion. Discover what really drives buying decisions and watch your sales grow.
Ask yourself, “Why do people buy my product/service?” As simple as that question may be, it will help you see the root of the matter of why people buy or don’t buy from you. Understanding why people really buy is deeper than the surface answers.
When you ask business owners why their customers buy from them, they usually answer: “Because my product is the best.” “Because it’s affordable.” “Because they need it.”
While all those responses are great, they do not adequately describe the reason your customers buy from you.
And here’s the truth you must know “People don’t always buy based on logic.” They buy based on how your product makes them “feel,” then justify it with logic afterward.
Hence, it’s not because you have a nice product or the best price. Other similar brands may do that better than you. Your customers buy because your product/service makes them feel a certain way.
Buying Is Emotional First, Then Logic Follows
Psychologists have proven that emotions drive human behaviour more than we realise. In a situation where a customer can’t attach emotions to buying, they will most likely not buy from you. In sales, the same rule applies. A customer in his/her full consumer behaviour personality would usually ask the question of emotion: “How does this make me feel?”
This, therefore, is an indication that people don’t just buy the product, they buy the emotion that comes with it. They buy the service that makes them secure when they get life insurance They buy the service that gives them confidence when they sign up for a fitness plan. They buy the product that provide them belonging when they wear certain fashion brands. They buy your skincare products because it gives them the outlook they want.
One of the key grievous mistakes many businesses make is focusing only on features. The features are great. But you’re likely to lag in the sales you make if your messaging focuses only on features without tapping into what your customers feel or fear. If you truly want to uncover why people really buy, you must stop selling features alone and start speaking to emotions. Examples are “Fast delivery” or “Affordable pricing”
Let’s See the Case of Apple
Do you think people just buy iPhones or any other Apple products because of the features it has? That’s a no., I guess. In fact, there are other phones with similar and better features. The simple reason people buy iPhones or other Apple products is because of what it represents: simplicity, prestige, design, and community.
Apple doesn’t sell phones. They sell status, exclusivity, creativity, and belonging to a tribe of people who “think different.” And that is exactly what you should do as a business owner. Sell emotions first.
What Should You Do as a Business Owner?
1. Know Your Customer’s Real Motivations
Ask/ research/ observe: What fear, desire, or identity is driving them? Are they trying to feel in control? Look successful? Avoid stress? Appear confident?
Getting answers to these questions will help you tailor your message in the right way using the right words.
2. Use Emotionally Charged Language
Instead of “Our skincare products make your skin look better in 5 days,” say “This skincare product helps you finally break free from low self-esteem and gives you the confidence you can be proud of.”
3. Show, Don’t Just Tell
Your customers know what you’re selling already, so enough of just telling them to come buy from you. Instead, use stories, testimonials, and visuals to mirror your customers’ transformation from where they were before your product to where they are now.
Conclusion
If you want to sell more, stop focusing only on what your product is and start communicating what your product does emotionally. Your customers can see the features your product has. But they want to feel something. When you understand why people really buy, you’ll start crafting messages that connect on a deeper level.
