One question has plagued business leaders since the dawn of time.
That question is:
"Why do our customers *really* buy?"
If you want to market smarter and sell more stuff, you must be able to answer this question.
The challenge?
We've been looking for answers in the wrong places.
Many marketers are obsessed with gathering data about their customers.
We use this data to segment our customers into tidy personas based on shared attributes like age, gender, job title, and company size.
And then we layer on psychographic stuff like labeling prospective customers as "dog lovers" or "environmentally-conscious" or "travel enthusiasts."
This approach can be helpful when it comes to figuring out how to target the right prospects, but it doesn't tell us *why* they buy.
People don't buy because of *who they are.*
They buy because of *who they want to become.*
Case in point:
Whether you sell notebooks, copywriting services, software, or alarm clocks (like this story), that's not what your customer is really buying.
What your customers really buy—what we all buy—is a better version of themselves.
And when you start selling what they really want in a way that resonates, they'll start buying.
So, now I have a question for you...
What made you decide to signup for this newsletter?
Said another way, who do YOU want to become?
Hit 'reply' and let me know.
A new edition of Why We Buy will hit your inbox Tuesday ðŸ§
Yours truly,
Katelyn
P.S. Interviewing real buyers is the best way to learn why your customers buy.
I call these "Clarity Calls" because they give you explosive clarity about what works and how to improve your marketing.
If you're ready to talk to buyers, check out my Clarity Calls Cheatsheets.
According to Alison and Ramli, they're rad...
Sound good? Check 'em out >
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