Marketing - What are people buying?

People do not like to be sold; yet they love to buy.

Although it is wise to provide prospects with relevant information about your products and services, they want to be encouraged to make their own decisions, not have them jammed down their throats! Therefore, it's very important to understand customer psychology - that is why people buy - it's better to focus on conveying benefits, NOT features, i.e. you'll be better able to articulate your product's or service's most important benefits.

Your customers do not buy because they're being marketed to or sold to. Instead, they buy because you help them to realize the merits of owning what you offer.

• They buy promises you make. So make them care.
• They buy your credibility or don't buy it if you lack it.
• They buy solutions to their problems
• They buy wealth, safety, success, security, love and acceptance.
• They buy the consistency they've seen you exhibit.
• They buy value, which is not the same as price.
• They buy certainty. They buy your identity as conveyed by your marketing.
• They buy good taste and know it from bad taste.
• They buy the confidence you display in your own business.

When you do marketing, do you market the feature of your product or the benefits that the customer will gain? Are you in the correct way?