CONSUMER MOTIVATION
By definition, motivation is the reason we act and behave in
a certain way. We all have needs and wants, and it’s the desire to fulfil these
needs that motivates our choices. This applies to all aspects of life, from
health and fitness to personal development — business is no exception.
Consumer motivation is driven by the thoughts, feelings and
beliefs of your audience. If your brand fulfils their needs, this will motivate
your customers to make a repeat purchase. If not, they’ll look elsewhere to
fulfil this need and you’ll lose their custom. Once you fully understand your
audience and harness their motivations, you can make their decision-making
process a lot simpler.
We’ve put together some top tips on how to motivate your
consumers to buy:
1. PROMOTE POSITIVITY
Positivity is powerful. It has the ability to inspire, to
persuade, to motivate. You can win customers with a positive approach in all
aspects of your marketing. For example, an engaging retail experience with
strong customer service will generate positive emotions, and promoting
positivity will only encourage sales — it can act as a hook, building customer
loyalty. People like to feel good.
2. MAKE IT ABOUT THEM
Make sure it’s not all about you. When you’re attempting to
influence another person’s thinking, it’s important to focus on the benefits of
your product or service and what it can do for them. Try to avoid self-centric
language that refers directly to the speaker: ‘I,’ ‘Me,’ ‘My,’ and ‘Mine,’ or
‘We,’ ‘Us,’ and ‘Our’. Using words like ‘You’ and ‘Your’ are much more
persuasive because they refer directly to the listener.
3. OFFER TESTERS
There comes a point in the buying process when a decision
has to be made. Based on a number of factors, your customer will either commit
to a sale or they will turn away. Testers enable uncertain customers to try out
your product or service before having to commit, giving you the opportunity to
build a relationship and convert them.
4. ENCOURAGE LOYALTY
Brand loyalty is one of the best ways you can secure
reliable business, and building brand loyalty is key. Rewarding consumers for
their custom with stronger offers or incentives is an excellent way to motivate
repeat custom, at which point you should use your brand message to identify
with the consumer, form an attachment and inspire loyalty.
5. COMMUNICATE A CONSISTENT MESSAGE
Every business needs a consistent voice. Define your primary
target audience, and don’t try to be everything to everyone. Develop a clear a
clear and compelling message that can be delivered consistently across all
touch points. Get everyone in your business on the same page so they deliver a
consistent message whenever they talk about what you do. If your offer is
clear, then it’s a much easier sell.
6. IMPROVE YOUR BRAND IMAGE
Consumer’s decisions are hugely influenced by their
awareness and relationship with your brand. Not only should your brand image
reflect your values and message, but it should really engage with your target
audience. Bring your brand to life with these tips.
People choose brands the same way they choose friends,
attracted or repelled by a particular sets of characteristics. Your consumer
will make their decision on how you make them feel, and building a brand which
motivates your buyers won’t happen overnight.
At Beyond, we’re here to help you develop a brand
proposition that really engages with your target audience, nurturing customer
relationships and creating brand loyalty.
