The REAL Reason Why People Buy Things - Tip 6 of 21

There are a lot of misconceptions about why people buy things. Of course, there are the simple reasons that we tell ourselves, like: we want to learn a new language, we want to get more organized, we want to enjoy dinner and a movie, or maybe we want to get insurance for our home. But what is it that creates these desires in the first place? And what motivates us to take action and make a purchase?

Most marketing tends to focus around selling the product itself or selling what the product can do, but this is not what motivates people to buy. Consider this quote from Building A StoryBrand by Donald Miller, “Companies tend to sell solutions to EXTERNAL problems, but customers buy solutions to INTERNAL problems.”

These internal problems are the REAL motivations behind why people buy things. They speak to deep human desires such as: building social bonds, gaining self-acceptance, acquiring resources, avoiding or reducing risk, creating freedom, receiving affection, establishing an identity, improving social status, expressing generosity, seeking purpose, and saving time or money.

These internal needs can be addressed in many ways. Your product or service is not the only way for a customer to resolve the specific need they may be experiencing. But generally your product is going to be linked to one or more of these needs, so you need to identify the internal problems that are related to a desire for your products or services.

There is another layer to this as well, and that is addressing a customer’s philosophical needs. While it’s best to start by addressing external and internal needs, helping a customer resolve philosophical needs can take your marketing to the next level. And it can create a stronger connection with your brand.

Content by Rick Kettner
Produced by Kyle Trienke