You’re asking people to make an impulse decision based only what they see in front of them—which is why a powerhouse offer can break through. Your customers and prospects want to feel you understand where they’re at and what they need. Instantly. Which one of these 25 timeless appeals will appeal? You have less than 20 seconds to interest and persuade someone to consider your offer. Your success depends on how well you project that you understand your target audience and what it values. Here are 25 timeless basic needs/wants to structure your value proposition around.
25 Reasons People Buy | 1. | To make money | | | 2. | To save money | | | 3. | To save time | | | 4. | To avoid effort | | | 5. | To get more comfort | | | 6. | To attain full health | | | 7. | To escape physical pain | | | 8. | To gain praise | | | 9. | To be popular | | | 10. | To attract the opposite sex | | | 11. | To conserve possessions | | | 12. | To increase enjoyment | | | 13. | To achieve greater cleanliness | | | | | 14. | To gratify curiosity | | 15. | To protect family | | 16. | To be in style | | 17. | To have or hold beautiful possessions | | 18. | To satisfy appetite | | 19. | To emulate others | | 20. | To avoid trouble | | 21. | To avoid criticism | | 22. | To protect reputation | | 23. | To take advantage of opportunities | | 24. | To have safety in buying something | | 25. | To make work easier | | | | | |
From Ed Mayer, direct marketing pioneer*
On the nitty-gritty tactical side, your target audience will be looking for the product/service options, price, payment options, terms, response options, incentives, deadlines, guarantees, sweepstakes and other elements of the deal that can trigger a positive response.
And here’s a helpful tip: Don’t make the same offer to customers and prospects. Prospects need better offers to become your new customers, clients, members, or donors.
* Ed Mayer, 1907-1975, was an international authority on direct mail and direct marketing from the mid-1930s until the day of his death. Mr. Mayer inspired the formation, in 1965, of the DMEF, a program of direct marketing education and career guidance for talented young college students sponsored by the Direct Marketing Association.
Want new customers? Why not try these lists?
• Neighborhood total market coverage (saturation)
• Targeted mailings to your own customer list
• Targeted mailings to other businesses or to consumers just like your customers
• Lists of new movers or to new businesses that get registered in an area
Let pbmarketingservices.com give you a hand. You can get a mailing list from us or upload your own list. Check out our latest deal on postcards, thank you cards, self-mailers and other formats.