MARKETING TIP #057
How to Turn on the “Buy” Button

What makes people ready to buy? When does that little light go off in the brain that says, “Yes, I want it.” Research was presented recently at a TEC/Vistage conference I attended that shows that switching on the “buy” button isn’t nearly as complex as we expect. As a matter of fact, we buy from our “old brain” - the same part of the brain that humans, reptiles and other creatures have used for centuries. There are six triggers that help people buy:

  1. People are totally self-centered. It’s always about what’s in it for them, whether they are buying as a consumer or for a business. So, make sure you understand their real bottom line.
  2. People make decisions on “contrast” – in other words, it’s easier for the brain to understand “before/after; risky/safe or with/without” and decide which one it wants. The “Buy” button can get switched on faster when the brain can understand the contrast.
  3. People need concrete, tangible ideas they can wrap their heads around – like “more money,” “unbreakable,” or “24-hour turn time.” Not “Your one source solution.”
  4. Storytelling is very powerful and people always remember a story – especially the beginning and the ending.
  5. People are primarily visually oriented – the optic nerve connects to the brain 25 times faster than the auditory nerve.
  6. People are moved more by emotion than logic – use emotion to reach their buying button.

Whether you sell widgets or weight loss, every business is a people business. People buy from people, just like we’ve been doing for centuries. Use these ways to connect with the “old brain” and watch the “buy buttons” light up!

Talk to you soon,

Kae Groshong Wagner

CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing

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