Why People Buy
Mitch Meyerson

Perhaps you already know why people buy, but do you know all 51 reasons?

The more of those reasons you know, the better you'll be able to market. By Jay Conrad Levinson Geoff Ayling, in his superb book, Rapid Response Advertising, provides wannabe guerrillas with a full fifty reasons why people buy.

There are really far more than fifty, but I have a feeling that these fifty will get your creative juices flowing. People make purchases for these, among many reasons:

• To make more money even though it can’t buy happiness
• To become more comfortable, even a bit more
• To attract praise because almost everybody loves it
• To increase enjoyment of life, of business, of virtually anything
• To possess things of beauty because they nourish the soul
• To avoid criticism which nobody wants
• To make their work easier - a constant need to many people
• To speed up their work because people know that time is precious
• To keep up with the Joneses there are Joneses in everybody’s lives
• To feel opulent: a rare, but valid reason to make a purchase
• To look younger due to the reverence placed upon youthfulness
• To become more efficient because efficiency saves time
• To buy friendship. I didn’t know it’s for sale, but it often is
• To avoid effort because nobody loves to work too hard
• To escape or avoid pain which is an easy path to making a sale
• To protect their possessions because they worked hard to get them
• To be in style because few people enjoy being out of style
• To avoid trouble because trouble is never a joy
• To access opportunities because they open the doors to good things
• To express love: one of the noblest reasons to make any purchase
• To be entertained because entertainment is usually fun
• To be organized because order makes lives simpler
• To feel safe because security is a basic human need
• To conserve energy: their own or their planet’s sources of energy
• To be accepted because that means security as well as love
• To save time because they know time is more valuable than money
• To become more fit and healthy seems to me that’s an easy sale
• To attract the opposite sex: never undermine the power of love
• To protect their family: tapping into another basic human need
• To emulate others because the world is teeming with role models
• To protect their reputation because they worked hard to build it
• To feel superior which is why status symbols are sought after
• To be trendy because they know their friends will notice
• To be excited because people need excitement in a humdrum life
• To communicate better because they want to be understood
• To preserve the environment giving rise to cause-related marketing
• To satisfy an impulse: a basic reason behind a multitude of purchases
• To save money: the most important reason to 14% of the population
• To be cleaner because unclean often goes with unhealthy and unloved
• To be popular because inclusion beats exclusion every time
• To gratify curiosity: it killed the cat but motivates the sale
• To satisfy their appetite because hunger is not a good thing
• To be individual because all of us are, and some of us need assurance
• To escape stress - need I explain?
• To gain convenience because simplicity makes life easier
• To be informed because it’s no joy to be perceived as ignorant
• To give to others: another way you can nourish your soul
• To feel younger because that equates with vitality and energy
• To pursue a hobby because all work and no play etc. etc.
• To leave a legacy because that’s a way to live forever

I must add one more area about which you should be creative, one more reason that motivates people to make a purchase, and that area deals with pain. Thomas Jefferson said, The art of life is the art of avoiding pain; and he is the best pilot, who steers clearest of the rocks and shoals with which it is beset. More recently, Sam Deep and Lyle Sussman, who wrote Close The Deal, teach the importance of pain and the ways to learn where it resides. If you know exactly, you’ve got a heckuva great starting point for your creativity.

There. Now that you've got 51 ways to win the hearts and business of your prospects, I think you'll have an easier job of winning sales and profits.

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Kevin Koop

While there are many ways to increase your website traffic, Article Marketing is one of the best as there are so many benefits. Sure, you can generate fast website traffic through Pay-Per-Click advertising but if you stop advertising, your traffic disappears immediately!

Article Marketing is different. Done properly, Article Marketing brings credibility, targeted website traffic and a huge influx of one-way backlinks.

Think about all the benefits

Web surfers benefit by reading your articles and the valuable content they provide. You, in turn, are viewed as an expert and get the opportunity to start a conversation with the reader.

If your readers enjoy your articles, they’re likely to click the link you’ve provided in your resource box to learn more about their topic of interest.

Another huge benefit of Article Marketing is the increase in one-way backlinks. The more quality links a site can produce, the better the odds are the site will be found in the search engines.

This is phenomenal as your articles will bring you direct website traffic and improve your chances of getting free traffic from the organic Search Engine Result Pages (SERP’s).

That said, there are a number of things the article marketer must know to improve their chances of success.

Here are the Top 5 mistakes made by article marketers:

1. Failure to learn the basic requirements of the article directories.

Each article directory has its own set of rules and regulations but the majority of them are pretty consistent. If you error on the side of caution like not including HTML coding in your article’s body text, you’ll find your articles gain wider acceptance.

2. Failure to treat the Article Directory Editors with respect.

Since most article directories allow authors to submit articles for free, the Editors are under no obligation to accept or publish the articles we submit.

It is wise to treat the Editors with kindness and respect. Learn their regulations and follow them.

Don’t submit articles unless they are unique and well-written and don’t try to trick them by re-submitting an article after only making a few tweaks.

3. Submitting an article with a poorly-written title.

Many article marketers spend a good deal of time perfecting their body text but put little thought into their title copy.

This is a huge mistake as a killer title is vital to an article’s success. Make sure your titles contain relevant keywords and make them enticing to your audience.

Titles which include an element of curiosity are read more often.

4. Submitting an article without a killer resource box.

Like the title, many article marketers fail to capitalize on the benefits the resource box provides.

The whole goal of Article Marketing is to get readers to read and enjoy our articles and then get them to click on the link(s) we’ve provided in our resource box to visit our site.

Without this traffic, we’ve lost the main benefit that Article Marketing provides targeted website traffic.

Write your resource box copy in the third person and make sure you include an element which directs your reader to take action.

You can be aggressive and use something like Click Here or include a more subtle element like Please visit my site for more information.

Either way, make sure to include an action element and provide the link to your site.

5. Stopping too soon.

Article Marketing is very effective and much faster than pure SEO but it still takes some time to realize the full benefits.

Too often, article marketers write a couple of articles and then stop because they don’t experience the success they’ve envisioned.

In order to keep yourself motivated, it’s important you track your progress. Make note of your Alexa traffic rating (if any), your Google PageRank and your backlinks before beginning your Article Marketing campaign.

Also, check your site’s Search Engine Placement in the major search engines for the keywords you’ll be targeting.

Check these stats every month and compare them to the figures you recorded before beginning your Article Marketing campaign. I’m sure you’ll see a significant improvement and get the fuel you need to continue your Article Marketing efforts.

While I’m sure I haven’t covered everything, these 5 tips will help you stay in the good graces of Article Directory Editors everywhere and will help your articles be found more often.

The Golden Rule is alive and well! Remember to treat each Editor with kindness and respect and they in turn, will promote your articles for maximum effect.

****************************************
Kevin Koop is the creator of the Article Domination Method and the Article Writer’s Cheat Sheet. If you’d like to find huge success through Article Marketing, be sure to visit:
http://www.ArticleDomination.com

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