How Do You Motivate People to Buy?
People aren't all that complicated really. We're motivated by two primary forces: want and fear. And those two forces are the keys to motivating people to act, including getting them to buy your product/service. It's no accident that advertisers use scantily clad models to sell perfume and ominous sounding voice-overs to suggest you don't want to delay calling. They're tapping into what they believe their target market wants or fears.
So how do you use this to motivate your target market? First, you have to define distinct groupings of people within your target market. And rather than using the traditional demographics, try segmenting your market into categories of what people want or fear that are related to your product/service. Then you can prioritize your list by what people most want or most fear. Viewing your market in this way will help you think about your product/service through your customers' eyes and help you formulate a message that taps into one of those primary motivators.
For example, let's say that you sell insurance. Rather than thinking about selling long-term care insurance (nothing sexy or compelling in that message!), think about why people might be motivated to buy. One group "wants" to plan ahead while another group may "fear" that they've waiting too long. And so you'll want to tap into those two groups with slightly different messages: one that reaches the "want" (e.g., planning for your future should include a long-term care plan) and another that reaches the "fear" (e.g., don't put off long-term care planning any longer). Then consider how you can utilize those messages to reach potential buyers (i.e., older customers aren't going to be as motivated by the financial aspect as they will be by the fear that they can't delay any longer).
If you begin to view your products/services through the eyes of customers, what their specific want/fear motivators might be, then you can tap into their own motivation with a message that resonates on an emotional level and encourages them to buy. People join a health club because of what they want (e.g., feel better, look better, fit into their swimsuit) or because of what they fear (e.g., health problems, unable to keep up with the grandkids). And while your business may not be as clear-cut as why someone might join a gym, people are still primarily motivated to spend money based on what they want or fear. Your challenge is to step into their shoes to see what the want/fear aspects of your products/services are so that you can tap into that motivation.