26 Reasons Why People Buy

The late and great U.S. advertising legend, Ed Mayer compiled 26 reasons why people are motivated to buy:

Cash flow “Complacency”

Going back maybe twenty five years, there was a men’s hairdressing salon in the CBD of Brisbane. The owner was an Italian immigrant who had arrived in the country with nothing, and built his business from hard beginnings. This old gentleman, even when retired from actually cutting hair, would sit at the cash register watching the six or eight stylists cutting, and would take the money from the customers on the way out.

He rarely smiled or said anything. But he watched every penny go into and go out of that business, and he made sure the customers got a good haircut. His business grew and became wealthy.

The Basics of ‘Cross Referral’ are easy to miss … and it can cost you a fortune

Some time back, we had a need for some office equipment. In fact, we’d put off buying it for some time because we were too busy to do the legwork. And then, ‘out of the blue’, we got contacted, by not one, but two sales people offering us this very item. So we decided to not put it off any longer.

The first sales person was the hard selling type. Short on facts and ‘generous’ with the truth as he pushed to get the sale with a discount offer. We told him we’d ‘think about it’.