E-Commerce Has Changed How People Buy — or Has It?

SusanFantleGuestPost1 {Note from Amy: This is a guest post from my friend, Susan Fantle. Susan is a traditional (read: “old school”) direct marketer who writes KILLER offline and online B2B copy. She is a rare find these days — just the right blend of old & new marketing. In other words, she knows how to write AND her stuff sells.}
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When I began writing direct marketing copy in 1980, the Internet was such a baby that most people didn’t even know it existed. There was no email, no social media and no ability to conduct e-commerce. I’m not saying those were the good old days, but marketing was far less complex than it is today. Products were purchased in catalogs or in retail stores, and most people met face-to-face to do business.
Today it’s a whole different world for marketers — or is it?
It’s true that much has changed. Sales channels have grown, the buyer is now initiating and controlling much of the contact, and very little takes place face-to-face. But one thing has not changed — the reasons people make buying decisions.

All purchases are still emotional.

The first book I ever read on direct marketing was Successful Direct Marketing Methods by Bob Stone (today authored by Ron Jacobs). This valuable book lists the human wants and needs that drive every decision. Those wants and needs are a part of human nature, and that’s something that has never changed. These emotional drivers fall into two categories: 1) the desire to gain and 2) the desire to avoid loss. Here are the lists:
The Desire to Gain

To make money
To save time
To avoid effort
To achieve comfort
To have health
To be popular
To experience pleasure
To be clean
To be praised
To be in style
To gratify curiosity
To satisfy an appetite
To have beautiful possessions
To attract romantic partners
To be an individual
To emulate others
To take advantage of opportunities

The Desire to Avoid Loss

To avoid criticism
To keep possessions
To avoid physical pain
To avoid loss of reputation
To avoid loss of money
To avoid trouble

Why do you need to know these? Because whatever you sell, your online (or offline for that matter) product description needs to say more than the size, shape, weight, materials, price and other features of your product. It needs to translate those features into the emotional benefits they deliver to the user.

When you don’t spell out the benefit, your shoppers have to mentally make the connection, and you don’t want your buyers thinking.

Do you sell Bluetooth headsets with extra fit adjustments? Say how they are “so comfortable you’ll forget you’re wearing them.”
Are you offering a floor care cleaning product that’s easy to use? Tell your buyers they will “hardly lift a finger to keep your floors the envy of the neighborhood.”
Does your catalog include work safety glasses? Tell your shoppers they can “look sporty — even on the job.”
If your product or special offer will save money, say so. If your product is easier to use and will save time, say so. Your product description needs to create a vision of how happy, safe, comfortable, proud, attractive or other way your product will make your buyer feel. It’s a competitive world. So building an emotional connection to your product is the best way to stand out from your competition, whether you sell B2C or B2B.

Be sure to tell your buyers what you want them to do.

Once buyers have learned how your product will fulfill their dreams, you can’t assume they will take action unless you tell them to. Do it quickly and clearly.

Buy now.
Place your order now.
Choose your favorite color and buy now.
Click here to buy now.
Find your size and buy now.
Call now and let us help you find the best model for your needs.
Imagine how you’ll feel and buy now.
Call now for bulk pricing.

The easier you can move your shoppers from looking to buying, the more you sell and the more money you make. This ease comes from having an effective e-commerce site AND creating an emotional vision for your shoppers. It’s all just human nature, and it will never change.
Susan Fantle provides B2B direct response marketing copywriting services through her company The Copy Works and is the voice of B2BMarketingSmarts. Contact her today! Now! Right this very minute! {Amy: Yes, that last part was from me. We all know I LOVE asking for the order!}