Who do people buy?

Why do people buy?

It’s a good question to ponder.

Why do they?

What’s the tipping point?

Is it motivation that pushes them forward?

Or is it inspiration that provides the pulling power?

Do people fall in love with the look and feel, the sublime visual feast of a website?

Are they drawn in by the poetic prose that promises a fairy tale happy ending?

Are they swayed by the public profile, the popularity, the status of the seller, hoping that a little of their success, their magic, their abundance will be transferred along with the digital download?

Why do people buy?

I have a simple theory, and it’s based on personal experience.

And this is it.

People buy for all sorts of reasons, but most importantly:

People buy because they feel understood, not because they understand what you are selling.

They buy:

To reach for a dream.
To take care of their family.
For ease and grace.
To fill a hole.
To close a gap.
To taste hope.
To fend off despair,
To procrastinate.
To expedite.
To educate.
To amuse.
To improve.
To delight.
To join in.
To escape.
To lead.
To follow.
To save money.
To make money.
To be healthier
To escape pain.
To explore.
To save time.
To get organised.
To lose weight.
To address whatever it is that is top of mind, tugging at their heart or weighing down their soul!

In short, there is a myriad of reasons why people make a decision to invest in themselves and you cannot hope to understand them all. It’s an internal journey, this buying cycle and that’s actually good news for you!

And what is this good news?

You only need to focus on your side of the street.

Instead of trying to broadly focus on all the ways in which you can tap into the needs, wants and desires of the market, narrow your focus and concentrate on the core of your audience.

Your most aligned clients.

These are the clients that are most like you.

So often, the clients we can attract naturally and effortlessly are those who are just a few steps behind where we are now.

These are the people who are drawn to you because they can feel your empathy and experience, they resonate with your Point of View. Sharing your story, the challenges you’ve overcome, skills you’ve mastered, the gaps you’ve closed, with honesty and openness builds trust and helps you to stand out as a Lighthouse in an overwhelming sea of options.

This connection can move a client towards an investment in you and your business when you follow sharing your story and your obvious empathy with clear communication of the outcomes you can deliver to solve their challenges.

To inspire someone to invest their time, energy and money with you, you need to:

Highlight the gap between where they are and where they want to be
Clearly demonstrate that your solution is intended for them specifically, that you understand who they are and what they are experiencing
Effectively communicate the transformation, outcome or service that you provide and how it will address their TOMPPA – their Top of Mind Problem, Pain or Aspiration.

To demonstrate your understanding by focusing on these most aligned clients, the ones you are most perfectly positioned to help.

Begin by asking yourself these questions.

Who are my most aligned clients?
What are they struggling with or what do they desire and want?
How are they feeling and what are they saying to themselves?
What is the trigger that is motivating them to step up to solve their problem at this time?
Why I am most suited to helping them?
What is the result I can deliver?
How can I package and present this solution?

And then share the answers with your audience openly, authentically and with empathy, certainty and unbridled enthusiasm.

Then you just might find that they choose to buy from you!

Positioning yourself in your market by choosing the power stories that will resonate most with the people you wish to serve and learning how to tell these stories in a compelling voice that is uniquely yours is just one of the topics that we dive deeply into in The Aligned Program.

If you’d like to know more about this program, you can take a look at the content, style and outcomes it delivers right here.

Angela Raspass

Empowering sparky-brained business owners and leaders with strategy and self-leadership to replace perpetual potential with sustainable success, elevated impact, and aligned momentum in work and life.