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  Human beings are creations of habits and behaviors, and your ability to study human behaviors and use them appropriately can give you an edge in your business. If you can apply behavioral research in your marketing strategy, you will get massive sales. The ability to study humans and use their biases to get them to buy is the secret behind great sales.
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We can this behavioral economics strategy. The great truth about marketing is that no one buys by logic. People buy for emotions. In this article, after studying the behavioral economics of master salespeople, I’m going to share with you three psychological reasons why people buy things. Small business owners can apply them to make more sales.
  • Authority Biases

Human beings are generally wired to listen and follow the words, advice, and suggestions of authority figures. Imagine a medical doctor telling you to take certain medications to avoid some fatal health consequences, I bet you would obey without asking too many questions. This is how the real world works.
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People naturally respect authority, whether it’s a professional or religious figure. Therefore, when you position yourself as an authority in your niche or industry, you can command a lot of respect and influence people’s decision. How do you become an authority? It is simple. You can do this in two ways: by presenting evidence that you are certified in your field, and secondly, by offering daily valuable content. You can also display your certificate of incorporation.
  • Publicity And Trendy Bias

Human beings are naturally drawn to what is always hyped and fashionable. Behavioral economics tells us that the more we see things, the more we like, trust, and desire them. For example, during the First and Second World Wars, a poster with the legend: “YOUR COUNTRY NEEDS YOU” became popular in the United States. They were in every public space, and the more people saw them, the more they saw the need to join the army.
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For small businesses, the secret to massive sales is constant advertising. The more customers see your ads, your content, and other wonderful things about you, the more they trust you and see you as genuine.
  • Easy Route Bias

Humans hate change because it comes with a certain difficulty. However, when you show them the easy way, customers are bound to trust you with their money. When you tell them the need to change, but they see it as difficult, sell them the easiest route to their destination. For example, when you run a marketing ad that you can help overweight people lose weight in 20 days if they join your fitness classes, chances are you won’t get much of a response. Fitness classes come with stress. But when you promise the same result for the same price by posting a slimming tea ad, you can be sure of getting more buyers.  Featured Image Source: Businessday.NG
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This article was first published on 18th July 2022


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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