Why Do People Buy?

That's a pretty good question!

Here's a few suggestions that may help you to answer that question, and to consider making a few changes to your website to get more business.


The reason I buy something is because I believe it will solve a problem for me. In sales, we learn not to sell the features of a product as "features", but rather as unique solutions that solve our problem/s better than competitive products. In fact, we're taught to research the competitive products, compare them to our own, and identify those areas where our product is superior. We then focus our customers on these superior features.

For example, consider the humble vacuum cleaner. They all solve the fundamental problem we have - they are good at removing dust, dirt and other stuff from within out homes. Regardless of who makes them or where they're made, or even how they're designed, they do just one thing. So, how does one vacuum cleaner manufacturer dominate the market, yet price their products at the high end?

Check out this page to see why "Dyson" is so successful at marketing their vacuum cleaners. For me, "no loss of suction" even when the unit is full, and no hunting down and purchasing bags are the solutions that help to convince me to pay more - what about you?

Unique Selling Proposition

 So for me, the the compelling reasons that make Dyson (in this example) vacuum cleaners a "must have" are :

• no loss of suction regardless of how much stuff has been sucked up already
• no recurring cost and time spent getting replacement dust bags

These are what are referred to as "unique selling propositions". They are the solutions (features) that compel me to choose this product over its competitors.

Find the unique selling proposition for your product or service, give it plenty of repetitive exposaure on your website, and back it up with a "call to action", like "Special Price This Week Only - Buy Now".

Good luck