Fundamentals of Human Behavior in Marketing & Selling

Fundamentals of human behavior will never change.

Stop obsessing over the latest “algorithm hack” or the latest “platform” to jump in early on.

Follow these and you’ll be golden on any platform through any algorithm changes.

They’re based on fundamental human nature, and will always be applicable when it comes to marketing.

FUNDAMENTAL #1 – EVERYONE WANTS THE “BEST DEAL.”

Your prospects, no matter who they are or what it is they’re buying, always want the best deal. That doesn’t mean the lowest price; it means the most value for the price they pay. They will gladly pay twice the price, as long as they perceive they’re receiving four times the value when they compare it to the price.

FUNDAMENTAL #2 – ALWAYS MARKET TO THE NEGATIVE.

Never forget that the vast majority of human beings will do anything to avoid pain, but very little to gain pleasure. Show them the solution to these so-called “hot button” issues, and they will buy from you forever.

FUNDAMENTAL #3 – PROSPECTS BUY BASED ON EMOTION.

This one is really important to remember. Human beings make buying decisions based mostly on emotion. They only use logic to justify their purchase. This ties in directly with marketing to the negative. Prospects either want out of pain or they want to avoid pain, and that resonates with them emotionally.

Market to the negative, and make it as emotionally compelling as possible. Hit your prospects squarely in their hot buttons, and you automatically make an emotional connection.

FUNDAMENTAL #4 – MAKE YOUR BUSINESS “UNIQUE.”

One of the biggest problems business owners face when trying to make that emotional connection is that different prospects have different hot buttons. That’s why it’s critical that you separate your business from your competition. You must find a way to stand out from the crowd. The best way to do this is to create a “niche” market for your business. That means your business has to stop trying to be everything to everyone.

When you try to be everything to everyone, you’re nothing to no one. When you select a niche market, a niche based on your passion for what you do, you instantly become “unique,” since your competition is trying to be all things to all people.

FUNDAMENTAL #5 – CREATE “EXTRAORDINARY VALUE.”

Would I shock you if I told you that your prospects could care less about price? They shop price because they’re forced to. What prospects really want is the best “value” for the price they pay.

They want to know how they will benefit from what you sell. How will their life improve if they purchase your product or service? If what you sell solves a prob- lem in their life, or if it removes a major frustration, fear or concern, then they see your product or service as “valuable.”

Your job as the business owner is to make sure your business offers them exact- ly what they want, and that means positioning yourself in a niche market, and then innovating your business to give that niche exactly what they’re looking for. That creates “extraordinary value.”

FUNDAMENTAL #6 – BE ABLE TO COMMUNICATE YOUR UNIQUENESS AND EXTRAORDINARY VALUE.

You must create a highly targeted, laser-focused message aimed specifically at the prospects in your niche market so you can tell them you have exactly what they want. We refer to this message as your “elevator pitch.” It’s basically a ten to thirty second mini-commercial for your business. When you say your elevator pitch to a prospect, and they respond by saying “how do you do that?” then you know you have a terrific elevator pitch.

FUNDAMENTAL #7 – PROSPECTS BUY WHAT THEY WANT, NOT WHAT THEY NEED.

Prospects may or may not buy what they “need”, but they always buy what they “want.” Where needs are based on logic, “wants” are based on emotion.

If you can create marketing messages that hit these major fundamentals, you will absolutely dominate your competition.

So how do you use these fundamentals to create persuasive marketing? To make this really simple, remember this one important fact. Marketing is a science. And like everything in science, there’s a very simple equation that, when followed, will always produce the right result.

And that equation is known as the Marketing Equation.