A Gem From Jen Kahtz – Why Do You Buy?
Why Do You Buy?
The obsessive drive to study human connection and what creates trust and buying behavior started way before Emotive Pull even began.
I have to share a true story of an experience where I was emotionally pulled to buy. Pay attention to the concepts so you can use them in your marketing content.
In 2011, I was in front of my computer entering my credit card number into a purchase order screen to buy a program for $997.00.
I don’t know about you, but to me, that’s a big sum of money to spend!
And the kicker is, I bought the program without the push of a sales person, without anyone prospecting me, and without a relationship with the company at all.
It was simply the really great emotional content that tipped me over the buying edge.
Let me just say, I’m not an easy sale and was surprised by my own actions.
I was so surprised that I went back through the whole funnel/process and consciously evaluated how I was emotively pulled into the purchase. I began studying the patterns and noticed that great marketing involves speaking to psychology, not just touting features.
It wasn’t until years later that I began a consulting business teaching people how to emotionally pull with psychology in communications. My obsessive study of viral videos, impactful landing pages, and webinars compelled me to evaluate the patterns after I saw the power of this approach in myself. I grew a love for discovering the themes that pull emotions and convert many years before it even became a profession.
Would you like to understand some of the patterns?
Here are the patterns that compelled me to invest so much in a program. And I want you to pay attention to the patterns and concepts of this.
1. Neuron mirroring. My brain identified with the pain of the person in the case study they provided so well that I felt like that person was me. The story mirrored the same struggles I had been experiencing.
2. Experiential solution: Through the deep connection to the struggle I was having, the program experientially shared a solution that brought me emotional relief to my own pain.
3. Social proof: The person had an outcome I had longed for and the case study showed the social proof I needed to take me over the edge of the purchase.
4. Rocking my homeostatic imbalance: They presented a clear line: Either stay the same and continue living in misery (rubbing salt in my wound!) OR go with their program and get the outcome I desperately wanted.
5. Irresistible offer: The offer had so many bonuses and freebies that it seemed absolutely irresistible and I would be silly not to invest.
I don’t usually buy programs like that, but the patterns were methodical, enticing, and relieved an ache in my heart. The outcomes gave me hope for a desire I had and that took me over the edge.
When you buy something, why do you buy? What is your emotional motivation? What patterns pull you? Are you considering psychology in your marketing or are you positioning traditional features? How is that working?
When you’re ready to create content that connects, using the 5 steps above will help you tremendously and if you’re open to complimentary 30 minute content evaluation, we’d be happy to offer a no-obligation support call. We’re here to help you!