You probably wouldn't consider yourself a self-centered person--
most of us wouldn't. You probably give of your time, donate to
charities when possible, and try to cater to friends and family
when they need you. So, what about your customers?

Even though we aren't selfish or boasting people, many of us make
the mistake of being selfish or boastful in our marketing. We
tout our product or service, toot our own horn, and try to point
out how great, wonderful, useful, and convenient our stuff is.
This is all fine and good, and it often works, but have you ever
stopped to wonder if you're catering to the real reasons
customers buy?

Like most of us (and reasonably so) our customers have an inborn
need to look out for number one--themselves. This doesn't make
them selfish; it's simply a survival issue--an instinct. What
this means is that, no matter how much you blow your own horn and
advertise your product or service as the "next big thing,"
customers are only going to buy from you if what you're offering
fills some personal, specific want or need. Customers want to
know "what's in this for ME."

Believe it or not, this may have little or nothing to do with
your product's fantastic features.

So, why do people really buy, and how can you make sure they'll
buy from YOU? Here are a few things that drive customers to buy,
and how you can cash in:

1. Prestige -- No matter how they might protest the opposite,
many people are primarily driven by a need for prestige. They
want a product that makes them feel wealthier, skinnier, or
healthier than the guy across the street. They want to be one up
on their friends and neighbors. They don't just want something
to make their lives easier--they want something that makes them
feel happier, richer, and better than most other people. Tell
people how your product or service will give them the status they
crave.

2.  Impulse -- Now here is where your horn-blowing advertising
may come in handy. Let your customers know how much your product
will help them with ______.  Will they have more time? More
money? Is your product a really great conversation piece?
Impulse buyers are looking to spend money now, so you only have a
few minutes to convince them that your product or service will
benefit them NOW. Don't just list your features--tell customers
(briefly) how they'll instantly benefit from what you're
offering.

3.  Physical -- Ever wonder why the weight-loss industry makes
hundreds of billions of dollars? People have a need for
products that make them look younger, fitter, skinnier, and more
vital. The world is a stage, which means that for many of us,
it's all about appearances. Cosmetics companies and people like
Denise Austin and Richard Simmons have become tremendously
wealthy by pointing out that their products will help people look
younger, lose weight, and get in shape.

4.  Trends -- If everyone else has one, or everyone else is doing
it, people naturally want to join the club. In your marketing
copy, point out how your prospects may be left out in the cold if
they don't buy. Use statistics, testimonials, or unique facts to
let customers see that they simply must jump on the bandwagon.