1. To make more money – even though it won’t buy them happiness.
2. To become more comfortable, even a bit more.
3. To attract praise – because everybody loves it.
4. To increase enjoyment – of life, of business, of virtually anything.
5. To possess things of beauty – because they nourish the soul.
6. To avoid criticism – which nobody wants.
7. To make their work easier – a constant need to many people.
8. To speed up their work – because people know that time is precious.
9. To keep up with the Joneses – there are Joneses in everybody’s life.
10. To feel opulent – a rare, but valid reason to make a purchase.
11. To look younger – due to the reverence placed upon youthfulness.
12. To become more efficient – because efficiency saves time.
13. To buy friendship – I didn’t know it was for sale, but often it is.
14. To avoid effort – because nobody loves to work too hard.
15. To escape or avoid pain – which is an easy path to making a sale
16. To protect their possessions – because they worked hard to get them.
17. To be in style – because few enjoy being out of style.
18. To avoid trouble – because trouble is never a joy.
19. To access opportunities – because they open the door to good things.
20. To express love – one of the noblest reasons to make any purchase.
21. To be entertained – because entertainment is usually fun.
22. To be organized – because order makes life simple.
23. To feel safe – because security is a basic human need.
24. To conserve energy – their own or their planet’s sources of energy.
25. To be accepted – because that means security as well as love.
26. To save time – because they know time is more valuable then money.
27. To become more fit and healthy – seems to me to be an easy sale.
28. To attract the opposite sex – never undermine the power of love.
29. To protect their family – tapping in to another basic human need.
30. To emulate others – because the world is teeming with role models.
31. To protect their reputation – because they worked hard to build it.
32. To feel superior – which is why status symbols are sought after.
33. To be trendy – because they know their friends will notice.
34. To be excited – because people need excitement in a humdrum life.
35. To communicate better – because they want to be understood.
36. To preserve the environment – giving rise to cause related marketing.
37. To satisfy an impulse – a basic reason behind a multiple of purchases.
38. To save money – the most important reason to 14% of the population.
39. To be cleaner – because unclean often goes with unhealthy and unloved.
40. To be popular – because inclusion beats exclusion every time.
41. To gratify curiosity – it killed the cat but motivates the sale.
42. To satisfy an appetite – because hunger is not a good thing.
43. To be individual – because all of us are and some of us need assurance.
44. To escape stress – need I explain?
45. To gain convenience – because simplicity makes our life easier.
46. To be informed – because it’s no joy to be perceived as ignorant.
47. To give to others – another way to nourish your soul.
48. To feel younger – because that equates to vitality and energy.
49. To pursue a hobby – because all work and no play etc. etc. etc.
50. To leave a legacy – because that’s the way to live forever.
51. People buy to avoid pain.

 Geoff Ayling, Rapid Response Advertising

Brainstorming Activity

1. Read the list over again and pick out 2-3 reasons that you feel your customers have for buying from you.
2. Come up with ways to demonstrate how your product will meet these reasons better then any of your competitors.

"Knowing why is one thing... demonstrating it is another!"