WHAT IS A ‘DESIRE TO BUY’ ?
An logical and/ or emotional state where a customer decides they want what you have to offer.
The logical motivations of a buyer (conscious) are directly influenced by the arguments of the seller.
On the other hand, the emotional motivations of the buyer (subconscious mind) are indirectly influenced by the seller in how they connect with the buyer in terms of their fears, hopes, dreams, identity and on the level of basic human authenticity.
People who desire your service or product may or may not be inclined to the price you offer. but because you or your company are seen as offering something they want hence the choose to buy it.
For example, one popular acronym (AIDA) explains how desire lead to the point where customer takes action.
A, ATTENTION — Are people reading or listening to what you have to say? Have they opted-in to get more content from you?
I, INTEREST — Are people opening or clicking into your social media posts consistently? Are they emailing or calling you for more informations?
D, DESIRE — Are people asking about pricing? Clicking links specifically related to an offer in your website? Visiting your checkout page? A
A, ACTION — This is where people take out their credit cards, wallets, or write a check, completing the transaction.
3 FACTUAL REASON TO WHY DESIRE MATTERS FOR HIGHER BUSINESS PROFIT?
- Human desire is the fundamental motivation of all human action hence brands that can evoke this powerful emotion in consumers will be a step ahead of their competitors, according to research shown exclusively to Marketing Week.
- Studies also show that desired brands can generate a higher return on investment for shareholders.
- According to experts desire for a brands leads to love and create a loyal bond between the brand and consumer. Without love and a sense of connection humans go crazy and lose their minds.
Now, that you know desire is the driving focus for higher ROI, LET’S LOOK AT 6 WAYS TO INCREASE CUSTOMER DESIRE TO GET THOSE CASH FLYING INTO YOUR ACCOUNT!
1. GET IN THE CONSUMER’S SUBCONSCIOUS MIND
Always stand for something very distinct in consumers’ minds, whether they desire them or not.
For example, Google isn’t seen as sexy and BMW isn’t thought of as approachable, but these brands are highly desirable, why?
Because they were not afraid to launch products later than competitors, rather than trying to get to market first. They also clearly aimed at a right customer and made sure the new products meet exacting standards before releasing them. This create a long lasting experiences for the customers.
2. BRANDS TOO NEED A PERSONA
Give your brand a personality because people don’t think about product categories.
Research shows that 3 out of 4 people show a strong preference for brands with a particular personality or type.
For example, consumers who say they aspire to being sociable and open-minded look for brands they think have similar traits, like Disney.
So, look for an identity for your brand because consumers are biased towards a certain type of brands.
3. BE AMBITIOUS, IT’S STRONGLY DESIRABLE!
Ambitious is a popular tagline trait shared by the most desirable brands ranking higher than adjectives such as exciting, sexy or confident!
Many businesses will have a vision, mission and values, but these tend to be more business driven.
Brands need to consider their ambition in terms of how consumers might see them. Really great brands have a purpose that inspires people other than their own people.
For example, Red Cross gives people a sense that it can help solve a problem, which gives the brand ambition.
4. APPEAL TO THE HEART THAN MIND!
The most desirable brands find the right balance between presenting their emotional and rational side.
Engaging people on an emotional level has been a growing trend for brands that have come to realise that rational reasons are not enough to persuade consumers to buy.
Think about how people feel about your brand, from their initial feelings towards a product right through to their intention to purchase the brand in future.
Lego for example, is highly respected by consumers because it is able to make what they want with the build-together pieces, which appeals to their imagination, hence they are unlikely to consider a product alternative.
So, think about how people feel about your brand, from their initial feelings towards a product right through to their intention to purchase the brand in future.
5. BE AN IDEAL MATCH FOR SOMEONE’S LIFE!
The brands people desire say a lot about who they are as a person.
When thinking about a successful brand strategy, it’s essential to know who your customers are and how they use your brand.
Some are drawn to those brands that mirror their own values, and others to brands that can fill particular gaps in their lives.
For example, Cadbury, has been around for ages yet people are always tempted by their product because they have always tried to look at how people live their lives and create our brands accordingly.
Product such as Heroes, which is a casual chocolate-giving experience, would not have existed 30 years ago because dinner parties were much more formal.
6. BE HUSH HUSH, IT’S EXCLUSIVE!
Not being open for all can make brands to become the most sought-after brands in consumers’ minds.
For example, Abercrombie & Fitch owner said once he knew they are after the cool kids. The attractive all-American kid with a great attitude and a lot of friends.
Are they exclusionary? Absolutely. Most companies that are in trouble are trying to target everybody.
But remember don’t alienate anybody, but also don’t excite anybody either.