I was meeting with a relative for dinner. This wasn’t supposed to have anything to do with business, but as we began talking he asked me what I was doing with my life. I guess I should have seen that coming. Well, I told him that I ran my own internet business. He asked me what I did and I told him. His reply took me by surprise. He asked me how I knew what my customers wanted.
I had to think about that for a minute. Finally, I gave him the answer that I thought he had wanted. I told him that they wanted to work from home and were looking for a product that would give them a good chance of doing that successfully. That’s when he hit me with the next question that I wasn’t quite prepared for.
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“Why do they want to work from home? What’s so great about it?”
This was a question that I thought had an obvious answer. People wanted to work from home because they didn’t want to have to work for a boss. They were tired of the grind and wanted to work for themselves, to be able to work when they wanted at what they wanted. And then came the next question.
“But why?”
I was totally confused. I wasn’t sure what my relative was looking for.
To make a long story short, what my relative was getting at was the psychology of why people do things. Why do these people want to work from home? Why don’t they want a boss anymore? What is it that they’re ultimately looking for?
The answer was freedom. They wanted the freedom to do whatever they wanted whenever they wanted. Freedom is one of the greatest human desires. The whole concept of the United States of America is based on the individual’s freedom.
In an earlier post, I discussed the reasons why people buy things. The number one reason was to have a better quality of life. That is the ultimate desire of each person. They buy things because they want their life to be better. If they feel that a purchase will make their life better than they will make the purchase. It’s that simple.
Unless you understand what it is that makes people buy things, you can’t push their hot buttons. That is what all of writing sales copy is about, pushing people’s buttons.
Teaching you how to understand a buyer’s psychology is beyond the scope of this article. There are plenty of great resources that you can tap into. The point of this article, however, is to make you aware that unless you understand the psychology of your buyer, you’re not going to be able to sell to him.
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A great question. To get at the root of things you need to ask a series of questions and your relative was able to demonstrate this by digging deeper than the obvious.
Ryan´s last blog ..A Work At Home Entrepreneur Is A Detective First