Why do we buy things? Well, some thing are out of necessity; we need food and water to survive. But which food do we buy? You see we do have a choice, which means we make decisions to buy one kind of food against another. That means our choice can be influenced - even for 'essentials'. So even though a principle reason for buying something is 'out of necessity' the chances are you didn't HAVE to but 'that one'. You made a choice, conscious or otherwise.
A common factor behind such choices is the driver for humans to do things which require least effort. There are all sorts of biological and evolutionary theories involved here, but in essence we tend to do things which help preserve energy and lessen the impact upon our bodies. It may be some kind of essential self preservation in play, but humans tend to avoid excess effort. That means when faced with a choice we tend to opt for things which require least effort on our part. We want things 'easy'. That's part of the reason behind the success of convenience foods. They take only slightly less time (apparently) to prepare than normal foods, but this saving is 'translated' by us into a benefit. Logically, we realise that fresh foods, freshly prepared are better for us. Logically we realise that the time taken to prepare and cook our own recipes is not that much longer than bunging something in the microwave. But the perceived time saving in convenience foods is enough to convince our subconscious that less effort is required - bingo! - product sold.
Not only does the principle of least effort apply to all our buying decisions, so does the 'problem-solution' concept. We tend to buy things which apparently, though not actually, solve our problems. If you have a dishwasher you probably bought it because it solved the 'problem' of washing dishes by hand. Partly, this is the 'least effort' principle in play. But partly it's because of your perception that washing by hand is a 'problem' that needs solving. Gosh, all that dry skin you might get by doing the dishes by hand! And what about the need to keep buying rubber gloves for years to come! Goodness me - get me something to solve these 'problems'. When buying things we often 'invent' problems that need solving, or we are convinced that a problem exists for which a particular product is a solution.
So how can you use these principles when it comes to selling your products online? The first and most important factor is that your web site needs to make things easy for your buyers. They want the path of least effort. If you require registrations, several pages to click through or complex searches for items, the chances are you will lose buyers because of all the effort involved. Make it as simple and as easy as possible for people to buy. This also includes your text - get straight to the point. You don't need welcome pages or tons of information 'about us'. Just direct and to the point information that shows people what you are selling. Make it as easy as possible for your readers - they do not want to commit any effort in making a buying decision.
You could also use the 'problem-solution' principle. Instead of providing a list of benefits your product or service offers, instead talk about all the problems people could have which could be solved by your items. These problems do not need to be 'real'. The dishwasher does not solve any real problems - only perceived ones.
If you are selling online information products, or ebooks, for instance, you need to spell out the problems which your infoproduct will solve. Many sales people will tell you that you need to list benefits, rather than features. That's true - but people do not actually buy benefits. They buy solutions to problems which will make life easy for them.
So if your web site suggests that your products and services will help people reduce their efforts in a given area and that their problems will be solved, you'll be tapping into the two key psychological principles of buying decisions.
Graham Jones is a psychologist who has specialized in the way we use the Internet. He is an expert on information products and runs Infoselling.com where you can get a FREE report on how to sell your own infoproducts.
Some years ago, on the recommendation of a friend, I... Read More
When I started submitting Ezine articles, I never realized their... Read More
If you're new to Internet Business, this might be hard... Read More
Does your business have a Web site? Have you missed... Read More
If you're looking for the number one, hot Internet marketing... Read More
With the advent of the technology age, the Internet has... Read More
If you think that all money to be made online... Read More
Psychology is the engine that drives human behavior.You can't make... Read More
There has never been a more exciting and profitable time... Read More
What's happening to the personal touch on the World Wide... Read More
I've had numerous conversations with web entrepreneurs about this topic... Read More
So you've decided to take the leap into deep water... Read More
Using Online Communities to Differentiate Your WebsiteAs a young girl... Read More
Hold a discount sale on your web site. Use the... Read More
We all do it I guess: give something away for... Read More
1. Far Cheaper and Much More Flexible Than Print AdvertisingThe... Read More
Although RSS and blogs are slowly reaching mainstream, they are... Read More
Think about it, how many emails do you send out... Read More
Many people want to achieve financial freedom and they know... Read More
The Internet has opened up a whole new era of... Read More
The following excerpts were taken from an interview held with... Read More
This article can determine the success or failure of your... Read More
It's impossible to sell a product or service without demand... Read More
So many times, online business owners are confused about where... Read More
Have you ever wanted to add new products to your... Read More
You can increase sales and profits by offering freebies to... Read More
Set up multiple simultaneous marketing campaigns with database marketing automation... Read More
You joined an online marketing program, placed some ads, and... Read More
How DO you get a great flow of traffic for... Read More
I just came across this web site called PayDotCom.comAfter reviewing... Read More
Where do I start if I want to be an... Read More
Are you getting disgusted with your results as an internet... Read More
Let me reveal to you a few shocking website sales... Read More
One of the biggest mistakes affiliate marketers make is that... Read More
Free bonuses are like honey that can get your website... Read More
Forget clicks, page views, and impressions; the only way to... Read More
How did Hotmail gain over 12 million subscribers in 18... Read More
Writing and Submitting Articles is More about Psychology than Writing... Read More
You Do Not Need To Be An Internet Marketing Guru... Read More
'Hype' is now an often used slang word which is... Read More
Whether online or offline, small businesses often show little faith... Read More
As an Internet entrepreneur your ultimate goal is most certainly... Read More
If you desire to heat up your sales online, then... Read More
Are you interested in making your online sales soar like... Read More
Developing an ad Campaign for the Startup E-businessOnline advertising has... Read More
There is a misconception that you can come online set... Read More
How many times have you... heard that running solo ads... Read More
Once you have figured out your what your focus should... Read More
What is direct marketing? Put simply, direct marketing is a... Read More
I just came across this web site called PayDotCom.comAfter reviewing... Read More
Congratulations! Your Web Site is finished! Now what? Your first... Read More
Your headline is the gateway to your advertisement. It will... Read More
With the advent of the technology age, the Internet has... Read More
Why am I so mad I could throw my computer... Read More
With the creation of the Internet, it has become easier... Read More
Okay, so you're looking for new ways to grow your... Read More
With each new Internet Marketing (IM) Guru, there comes a... Read More
Unless you have been living under a rock for the... Read More
Marketing should be treated like a science. If you are... Read More
Despite any failures or slow starts you may be experiencing... Read More
Headlines are short vital statements to stimulate your potential customers... Read More
Everyday I talk with people who want to get started... Read More
Many people don't have the time or skills to write... Read More
Here are 10 killer website marketing tactics to boost your... Read More
It will happen! TV and the Internet will eventually merge... Read More
Westerners believe opposites flow in a natural cycle always replacing... Read More
Internet Marketing |