Very simple post today (because you should still all be formulating responses to YESTERDAY’s competition post).

In order for people to buy your product or service, they need to have a super-important piece of psychological criteria:

They need to know the reason they’ll tell their friends and family that they purchased your thing.

Think about all the purchases you’ve made in the last 12 months (outside of groceries and utilities). How many times have you found yourself explaining the reasons why you made your purchase choice?

Examples:

You order a muffin with your coffee (even thought you’re on a diet)… why? Because there is a deal on and it’s only a dollar extra.

You come home from the art gallery with an original piece you’re not sure your partner will like… why? Because you met the artist and couldn’t help buying something after the conversation.

You plan to buy a car for $25,000 but end up getting one for $39,000… why? Because the salesman educates you about paying more for turbo-diesel because it saves you money in the end.

Thing is, all these reasons aren’t really true. You buy a muffin because it looks tasty, the painting because you appreciate the meaning and the car because once you drove it you knew it was for you!

Everything else is just psychological ammunition that good sales-people give you… so you can go home and justify your purchase.

It’s very difficult to sell anything to anyone without providing this ammunition. Unfortunately very few customers are smart enough to ask for it.

Get wise – incorporate a reason “for friends and family” in your pitch.