Why do people buy Your Product?

Is it the cheapest?

Is it the best?

Is it prestigious?

Are you in a convenient location?

Do they need it? And, why do they patronize you?

Does it make them happy, and how?

Does it improve the quality of their life, and how?

I asked Helen, the proud owner of Helen’s Heavenly Bites, this question.  We wanted to understand why her customers buy her cupcakes to refine our marketing strategy.

So, I advised Helen to ask her customers two questions:

1.            How did you hear about me?

Helen found that most of her customers were referred, and many were repeat customers.  They also visited her website, Facebook, and Instagram pages, and they liked what they saw.

2.            What do you like about my product?

She realized that her customers liked her unique flavours and the delivery service. But, most of all, they loved her colourful decorations.  They were cheerful and uplifting, perfect for celebrations and a pick me up.  One of her customers had a nickname for her cupcakes.  He called them the “happy cake”. 

People buy things for many reasons such as to be happy and not sad, motivated, not depressed, encouraged, not oppressed, peaceful and not stressed, beautiful, not ugly, etc.  Sometimes, they know why and can tell you other times, they can’t.  But one thing is for sure, deep down they hope that your product will help them to live their best life.   Helen realized that her cupcakes provided her customers with a happy, cheerful feeling.

These conversations gave Helen the idea to provide her customers with a healthier choice.  So, she went to work, and she created a product line called “Pleasure without the Guilt”.  It was an instant hit with her customers.

Now it’s your turn.  Why do your customers buy your product?  What will you do with this information?

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