How to discover your customer’s purchase motivation
People make most of their purchase decisions to either avoid pain or experience some gain. If you can tap into these emotions, you can grow your business.
The surest way to discover this pain or gain is to ask. Survey your best clients.
Identifying and creating messages around this gain or pain will allow you to stand out among the many other businesses that claim to do the same thing as you.
For example, we were working with a landscaping maintenance service that attracted busy professionals. After interviewing their customers we spotted the following in several summaries — “I just love coming home on maintenance day.”
Their ideal customer experienced a moment of joy in that the yard was taken care of (all year) and it freed up their weekends.
While most of their competitors messaging focused on how they were award-winning and top companies, they began to focus on — “You’ll love coming home on maintenance day” — begging prospects to wonder if that’s true for them with their current service.
