One of the things you learn in a college PSYC-101 class is this: Happiness has three requirements.
Those requirements are control, affection and belonging. Think about it. There are several possible variations, orders of, or arrangements of those three requirements.
Affection may be used to control. The same goes for belonging. And, this is just for starters. But, how does this apply to marketing and advertising?
It’s simple enough if you approach it from an I, Me or My point of view. Hey, we’re human. We’re all like this. There are two types of customers out there; those who are looking-to-buy and, those who are ready-to-buy.
And, regardless whether they’re looking to or ready to buy, they only care about what they want whether it’s based on a perception or on reality.
They both have problems that need to be solved. They only have one question in response to anything you offer: What’s in it for me? It’s simple.
Say, you own a coffee shop. And, if, for example, they’re looking for and ready to buy a cup of coffee it’s because it solves a problem. They need a pick me up. It’s cold. They’ll visit your coffee shop out of convenience.
But, because it has a warm and welcoming atmosphere – that’s a form of belonging – you’ve already made them happy – twice. If they become a regular customer, they’re recognized by you and your staff – that’s a form of affection.
Maybe they get their coffee there because it’s conveniently on their way to work – that’s a form of control! Whatever reason they want coffee isn’t always the why they need coffee. Your coffee shop makes them happy!
Ask yourself: are my customers happy? If they are, more than likely they “buy” what you’re offering before they get to your business location.
What that means is that they’ve already made the decision in their minds and, show up at your business to pay for and take possession of whatever “it” is that makes them happy.
Want to know what your customers need to be happy? Call us and we’ll help you convert those looking to buy customers into ready to buy customers.