Brands, more than coming up with complex sales strategies and over-the-top marketing tactics, are increasingly shifting their focus to understanding (and capitalizing on) why customers buy.
The reason? Understanding what triggers customers to buy helps brands analyze consumer motivations, which can then be used to plan marketing campaigns that drive more meaningful results.
The subconscious part of a buyer’s mind—which is what retailers want to understand—stores feelings, emotions, and, most importantly, aspirations. It shapes their idea of who and what they want to be.
And from a psychological lens, this desire to become a better version of themselves pushes buyers to buy products that promise that transformation.
Great marketers and brands tap into these aspirational desires. For example: while a luxury brand like Gucci does sell high-quality, fashion-forward clothes, what it’s really selling is a status symbol that helps buyers send a message to the world.
This is how aspiration-based marketing follows the age-old saying: Sell the sizzle, not the steak. It combines the science of human psychology with the art of selling to configure subconscious thinking in a retail brand’s favor.
View Original Article
