In the present world you have to accommodate to your customers’ needs and invent new forms and ways of selling. I can’t believe that someone has a secret or a talent for selling that gives him great results. True secret lies in psychology of selling.

In this article I will reveal some ways of how a customer thinks and this will help you to understand how you can implement selling tactics and strategies for better result.

My experience was in running my small copywriting shop, Honey Copy and I want to share with you my observations on this subject.

People buy when they have to eliminate some pain/fill a gap in their lives.

Take for instance, you get a promotion and are going to celebrate this with your beloved one. In a liquor store you buy a $100 bottle of wine instead of $20 one you always buy. You have a crazy night and in the morning you are looking for some Advil in the house. You can’t find one. So, you run to the closest shop and by one little bottle of this.

This story gives you the picture how we pay for different products for different reasons.

For one, you paid a lot of money for wine, to bring you and your wife closer to pleasure.

And, in the second, you paid for an overpriced bottle of Advil to bring you and your wife further away from pain.

Almost everything we people buy can be divided into these two categories: pleasure and pain

$100 bottle of wine – pleasure.

$10 bottle of Advil – pain. And so on.

I don’t have to go further into more details, but remember this: people buy to move closer to pleasure or further from pain.

We are animals in that sense and we always need to fell at ease… let’s talk about how emotion plays a role in a buying behavior.

Emotions force us to buy.

Modern technologies often distract marketers from the target of their efforts – us, humans

We are not robots, we are driven mostly by emotions.

People don’t buy a cherry red Maserati because it’s the logical thing to do — they buy it because it’s makes them feel something.

So, when selling a product that is pleasurable to your customer, target their emotions.

In my recent work 100 of the most powerful words in marketing, you can find new words that evoke precise emotions you need.

People use logic to justify their purchases.

We talked about what drives people buy – emotions mostly.

Well, there is an interesting concept to add to this. It concerns logic.

When a man, let’s name him Dave, goes in a car shop and buys a brand new $50.000 Porsche, there will be a question form somebody like: “Why did you buy this car?”

While people are ruled by emotions when buying, they justify their purchases using their logic.

If Dave was going to answer honestly, he would say…

“Well, I bought this Porsche because I’m going through my mid-life crisis after 50… and it makes me feel energized and it is a way to stand out of friends. And, also, I always wanted this kind of a car.”

But, instead, Dave’s answer would look something more like…

“Great question my friend, this very model has a great gas mileage. Plus, I wanted something better than my last car to come to business meetings. You know, I want to leave a good impression on my clients.”

We know that Dave’s answer is complete bullshit, this type of logical way of justifying a purchase is absolutely normal.

How can you use it as a marketer? While you should market your product to your customers by playing with their emotions, you should give them solid facts and information that will help them to justify their purchase to their close ones.

People buy what others buy.

As a marketer and a customer, I would argue that peer pressure that we all were subjected back at school, has the strongest level when it comes to buying — which leads us to our next point concerning the psychology of selling —  people buy what others buy.

How many times have you seen a popular bag in your friend’s hand and have been tempted to go and purchase the same for yourself?

Social psychologists use a concept “herd mentality”. In a nutshell, it means that we can be influenced by our peers/close ones while choosing a certain type of emotional behavior. It can be good and bad in the same time.

For example, people donate to a single cause is a case where herd mentality was good. For instance, Ice Bucket Challenge ended up raising $115 million for A.L.S.

Another point of buying a thing just as our close friends have is trust.

Friends are viewed as trustworthy people. So, if Mark’s friend recommends to try a new cafe in town, there is an established level of trust Mark now associates with this very cafe.

Consider this fact: 84% of visitors of online shops trust reviews as much as recommendations from their friends.

As a marketer, pay attention to what your customers say about your product/service offline and online.

It has to solve one’s problems, it has to be pretty and experiential too.

How to implement all this knowledge.

Let’s sum up and see which tactical steps you can begin applying immediately in your marketing strategy.

  1. Does your product or service close pain or provide pleasure?Just ask your customer how buying solves his/her problems.
  2. What emotions can you evoke to inflict more interest in your product or service?  Now determine what emotions you need to evoke to get them to take action. Ask your customers how they feel when they use your product and use the info on emotions to enhance you selling strategy.
  3. How do your customers justify their purchase(s) to their close ones? Ask your customers the following question — our product expensive, why did you spend your money on it? Their answer(s) will be based on real facts. They can say something like “because it can help me with this and because it solved this I struggle every day.” This knowledge should also be included in your marketing strategy.
  4. How can you add a noteworthy element to your product and make it shareable?  In our world with a constant chase after a new model of one or another thing, it’s important to give our customers something audacious, loud, revolutionary, etc. If you can get one person’s attention, that person’s attention can get another people’s attention. Make your product or service viral.

I wish you useful implementation of learned marketing tricks, my friends.

Cole Schafer.