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Why People Buy What They Buy

In an excerpt from their upcoming book, "Scorecard Marketing", authors Daniel Priestley and Glen Carlson explain the point behind the purchase

By | | www.entrepreneur.com

The underlying reason people buy anything is psychological tension. People feel a tension between what they have and what they want. They are living in their current reality but they have a desired reality in their mind that would somehow be better. People buy something to resolve this psychological tension.

A person who pays for a  coach does so because they feel psychological tension between the business they have and the business they imagine having in the future. They might have a business that is good by many people’s standards but they feel chained to it. They feel that it’s a bit too much hard work and they are the one who has to make every sale. One day they meet up with some parents at the school gate who have just been on a long international holiday with the family. The dissatisfaction builds up into a psychological tension. This tension drives them to buy something that might help resolve it.

Every customer who has ever bought from your business, did so to relieve a psychological tension they were experiencing. They imagined that life would be better after buying what you were offering.

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