Finding Buyers that Buy
Because it is so hard to find buyers that will spend money with you, many companies go out of business before they ever get started.
Especially small businesses.
If you’re going to make money online and build a safe, consistent income, then you must know where to find buyers that will buy from you. A steady stream of buyers will give you the power to overcome mountains of obstacles, give you great staying power in any economy, and drastically improve your quality of life.
There are four aspects of finding buyers that buy that I’d like to focus on. Today, I will cover the first and most important. Today is the “what” … the next three weeks will be the “how.”
At the core of finding buyers that buy is a concept called “Psychographics.”
Psychographics is the study and classification of people according to their attitudes, thoughts, feelings, behaviors, and aptitudes. It’s knowing the words they use, the emotions they have, and the choices they make on a daily basis.
Do not confuse this with “demographics,” which is the study of facts about people. Their age, their gender, where they live, number of children, etc. …
These kinds of facts and figures are important, but they only give you a small insight into the buyer’s life and desires. It’s far too shallow to really bring in consistent, safe, ongoing sales.
You must go deeper. You must understand what makes their heart race, what keeps them up at night, and what drives them to do irrational, spontaneous, totally emotional things.
Michael Masterson (aka Mark Ford), has been teaching the need to dive deep into the thoughts, feelings, and emotions of buyers for many, many years. He calls it the “Core Buying Emotion.”
Many people think that you can sell someone just by appealing to a set of base emotions like greed, fear, anger, sex, etc. And, it is true. Those emotions are very strong. But human beings are much more complicated than that.
Michael puts it like this … and you can substitute “online marketing and sales” for the word “copy” …
“Great copy, ultimately, is an exploration, stimulation, or provocation of the prospect’s greatest and deepest desires, fears, hopes, and dreams.”
Savor that statement because it’s worth millions of dollars once you discover how to explore, stimulate, and provoke the buyer’s Core Buying Emotion. This Core Buying Emotion is uncovered only when you come to understand the psychographics of your target audience.
There are several other powerful advantages to understanding the psychographics of your buyers:
- First, you know exactly how to talk to them. You understand their Core Buying Emotion.
- Second, you immediately know where they are. You’ll remember that finding where your buyers are is the first step to discovering your Optimal Selling Strategy. (Another of Michael Masterson’s powerful phrases and concepts; see Ready, Fire, Aim for details.)
- Third, you know what design, images, colors, and styles will appeal to them and entice them to buy and buy more often. (Yes, the book is judged by its cover … )
- Fourth, you know how to price your product or service.
In the next three weeks, I’m going to talk about the “how” to uncovering the psychographics of your market. I think you’ll be surprised at the methods I use.
There are several parts of this discussion that I want to spend a little more time on. Because of that, I’ve decided to sit down and record my thoughts in audio format. I suspect this will take me 30-90 minutes.
I’m calling it, “Buyer Psychographics: Strategies for Finding Buyers that Consistently Buy.”
This in-depth discussion is really only for those who are ready to go deeper. Because of this, I’m inviting everyone to get a copy of the audio file, but requiring that you raise your hand and opt-in.
To receive a no-cost copy of my audio discussion, “Buyer Psychographics: Strategies for Finding Buyers that Consistently Buy,” click here now and fill out the simple form that follows.
Please note: During this discussion, nothing will be sold. I’m just interested in helping you understand this crucial part of building a safe, consistent income online, no matter what the economy.
Before I let you go, I want to share a very interesting story with you. I think it will illustrate how weak it is to rely on demographics alone and how powerful psychographical data can be.
A number of years ago, I attended an expensive, private, four-man business-building mastermind session. Before I got there, I had no idea who the other three participants would be. This kind of situation always makes me a bit nervous because you never know who you’re going to get “stuck with.”
At first, I thought my deepest fears had been realized. It appeared that I had nothing in common with the other people in the room.
I was the only one on a first marriage. I was the only one with children still at home. I lived out in the country, while they lived in the suburbs. I drove used cars — actually a minivan and a 15-passenger van. They had a variety of sleek sedans and sports cars.
To me, it seemed like an odd group of people to put in the same room for a mastermind session. We didn’t even have the same kinds of businesses … I was online, another guy was retail with a storefront, another was a stock trader, and yet another was mail order of cosmetics and skin care.
In other words, our demographic footprint was miles apart.
Then, during a break about halfway through the first day, one of the other guys mentioned that he had just bought a “nuke.” He gave no other description. But I laughed, and asked him if he put it in a “super.” He smiled and said he did. Then, another guy asked if he had smoked it first. He had. The conversation sped on from there as we talked about queens, combs, drones, extractors, and dozens of other things.
You see, as it turned out, all of us were beekeepers.
What were the odds of such a diverse group of men all being beekeepers? As we talked about it, we dove into “why” we all had bees.
We discovered that the reasons were all the same: Bees made us unique. It was challenging and difficult. It was hard work. It connected us with nature. It was therapeutic and healthful. Perhaps most of all, our hives were symbolic of our intense drive for independence. This was also at the core of our business ownership.
In other words, at the core, we all shared a unique set of emotions, thoughts, and motivators.
We went one step further and reviewed the materials our host had used to sell us on the four-man mastermind session. We quickly discovered that he had effectively used almost all of those emotional triggers in his materials.
By deeply understanding our psychographics and using them effectively, our host had persuaded four totally demographically-different beekeeping business owners to gather from the four corners of the United States and pay him over $20,000 for the privilege of doing so.
Understanding our Core Buying Emotion allowed him to gather customers and charge prices that otherwise would have been outside of his reach.
That is the profit-creating power I want to give you.
I hope you will carefully read the next three segments of this series to find out how to do just that. I also hope you’ll register for my new, free audio presentation, “Buyer Psychographics: Strategies for Finding Buyers that Consistently Buy.”
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