Top 3 Reasons Why People Buy Things

What really makes people buy things?

You might be thinking, well, it’s either because they need something or want something right?

Well, it’s a bit more complicated than that.

Because even if something is just a “want”, like a new watch, some people will still psychologically justify it as a “need”.

And this is called buying on emotion but justifying with logic, a key principle in sales.

They’ll say something like “Oh, I NEED the new watch to help me look more like a baller at networking events”

They buy it because they want it, but justify the purchase by convincing themselves they need it.

And this is just ONE example of how the human brain works when it’s deciding whether or not to buy something.

Imagine if you mastered every psychological trick? Could you make anyone buy anything?

It would probably take you years to learn ALL of the inner workings of the brain when it comes to buying.

But here are my top 3 reasons why people buy that you can understand and implement immediately to make more money.

Reason #1 - For Convenience

We live in a world where EVERYTHING is delivered to us.

Everything is getting faster, easier…and lazier.

People just LOVE to be lazy. It’s in our blood. We want to conserve energy, conserve time, and make things as simple as possible.

So if you can develop something that is faster, easier, or more convenient in any way, you have a major shot at getting people to buy it.

It’s like that movie WALL-E. Everybody’s fat and in hover chairs having robots do everything for them.

That’s basically where we’re headed. So why not capitalize on it?

The Rise of Convenience

The digital revolution has played a pivotal role in redefining what convenience means to consumers.

With the advent of e-commerce, mobile shopping apps, and same-day delivery services, the ability to make purchases with a few clicks or taps has set a new standard.

In fact, 97% of consumers have backed out of a purchase because it was inconvenient for them.

It’s the same reason why shopping malls are pretty much desert wastelands now.

Consumers value the ability to shop online 24/7, avoid queues, and compare prices and products with ease. They also like not having to drive anywhere.

The growth of subscription services and auto-renewals is another great example, offering a "set it and forget it" solution.

When it comes to my personal training students, I try to lay out how to build a business from A-Z so they can easily plug n’ play without any guesswork.

So when you have a business or are trying to sell something to someone, just think, “how can I make this faster, easier, or more convenient for them?”

Reason #2 - Social Influence

The influence of society on individual consumer choices cannot be overstated, with social influence and the bandwagon effect playing critical roles in shaping purchasing decisions.

The bandwagon effect is basically when everyone’s doing the same thing, and you want to be included. So you “hop on the bandwagon” too.

Social influence manifests in various other forms too, including peer pressure, social proof, and the authority of influencers or experts.

One of the BIGGEST drivers though is reviews, especially for any kind of local business.

In fact, 82% of consumers read online reviews for local businesses, with 52% of 18-54-year-olds saying they 'always' read reviews, highlighting the significant impact of social proof on consumer decisions.

And this is ALL primal instinct too. It’s safety in numbers.

Pretty interesting how our base instincts from 1,000s of years ago translate ALL the way up to whether or not to buy a new pair of Jordans.

This effect will even create a frenzy among consumers eager to be part of some kind of trend, leading to quick sell-outs and even secondary markets where items are sold at premium prices, such as sneaker meetups. 

A notable case is the collaboration between high-fashion brand Supreme and Louis Vuitton, which saw items selling out within minutes and appearing on resale platforms at multiple times their original price, showcasing the powerful combination of exclusivity, social influence, and the bandwagon effect.

Scarcity also plays a pivotal role in this social dynamic by creating a sense of urgency and exclusivity.

The principle that limited availability increases an item's perceived value can significantly amplify the bandwagon effect, not to mention FOMO.

Reason #3 - To Solve A Problem

You’ll notice most sales letters, landing pages, and websites you visit will begin with identifying a problem you may have at the top.

This is a common tactic to remind you of your problem, agitate the problem even more (so you feel the pain), and then right when you’re feeling your worst they hit you with their solution.

This is the most common sales page format because it’s leveraging one of the biggest reason’s people buy: to solve their problem / alleviate their pain.

The first step in leveraging problem-solving as a driving force for sales is to accurately identify the problems consumers are facing.

And this is one of the TOP mistakes most people make when trying to sell things to people.

They don’t do their research.

See, if you accurately create a customer avatar, do market research, and interview people, you’ll learn exactly what their pain is.

They’ll legit TELL you what they want to fix.

Then it’s just up to you to provide a solution.

This could involve innovating new products, enhancing existing ones, or creating educational content that addresses specific consumer challenges.

For instance, the success of smart home devices like thermostats and security cameras can be attributed to their ability to solve real problems for consumers, such as reducing energy costs or enhancing home security, providing clear, practical benefits that justify the purchase.

When it comes to my business as a personal trainer, everyone has the same pain / problem. They want to change how they look or feel.

As for my personal trainer students, they want to solve the problem of not getting enough online clients.

So what I do is identify these problems and tailor a solution specifically for the client.

But it’s not enough to simply create solutions; you must also communicate the value of these solutions effectively to your target audience.

This involves clear messaging that highlights the problem and presents the product or service as the solution, backed by evidence such as customer testimonials, case studies, and data.

The Role of Content Marketing

I am the KING of content marketing.

Because once you’ve identified your customers’ problem, you can create free valuable content that educates them on how to solve the problem.

It doesn’t make any money at first…but it DOES position you as a trusted authority figure that solves problems.

Some great examples would be helpful short videos with tips, templates and guides that people can download and use, or free ebooks that teach them a valuable skill.

The key concept here is that you want to HELP people overall.

Do that first and the sales will start rolling in automatically.

The BMM Takeaway

People are animals. We are still hardwired with instincts to keep ourselves alive, sane, and happy.

And according to Maslow’s Hierarchy Of Needs, we are constantly seeking things to satisfy our problems.

But it’s in an order of priority.

When you’re trying to sell anything to anyone, always remember one thing.

Never try to sell to someone who doesn’t want to buy.

If someone is still on the base food and water level of Maslow’s pyramid, they will not buy a Rolex from you, no matter how many others bought one.

You can try to sell things to people who are somewhat interested, sure, but the real key to make people buy things is market research identifying highly qualified buyers.

Instead of trying to sell to everyone, find the people who are actively looking to spend money on something and place your solution in front of them.

This should be your primary goal in sales. Not spending hours trying to convince the wrong people…but instead focusing only on finding the right people.

This can be done with customer surveys through an email list, DMing people in Facebook groups who have directly stated they’re looking to buy something, or using customer data to see who’s a frequent buyer, for example.

Try out some of these sales tactics in your next pitch, client call, or video ad. But most importantly, do your research and learn about your customers most of all.