Why People Buy

Why People Buy

Today, marketers and copywriters must probe more deeply to peel back the hardened layers that prospective customers add over time to their persona. For example: You’re selling a drill. Is it to drill a hole ... or build an awning? But is the reason deeper? Is the awning going to be a place where a child can sit in the shade when it’s sunny, and under protection when it’s rainy? Perhaps the reason to buy a drill is even deeper: The child is disabled, confined to a wheelchair, and the only time she can breathe fresh air is while sitting outside. Under the safety of an awning.
 

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