There are 9 key decision drivers that your marketing messages need to incorporate, to ensure you hit the mark when approaching your market.

People buy based on:

Necessity:  What is a common problem that your customers face?; Your business should provide the solution.

Aspiration: Fear motivates us to move away from something negative, and aspiration encourages people to move towards something better.

Convenience:  While your product may not be a necessity, it can be a convenience and people love convenient things.

Identity:  People are motivated to buy things that demonstrate they are part of a niche identity. You need to speak the language of your target cohort so that it will be a ‘must have’ for people trying to be part of that group.

Obligation:  You can also play on logical fear to sell, by letting prospects know what’s at risk if they don’t buy your service.

Hope: Use your products and services to demonstrate a positive outcome that can be expected.

Scalability:  People get nervous making decisions when they expect to need more later. So, provide flexibility.

Assurance:  Quality products are proven, science based, and safe. People wanting these services or products expect this information.

Price: People buy on price last after all other factors, so do a proper cost modelling process to ensure you get the pricing right, not just for your customers but for your business to profit.

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