Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.

Power Direct Marketing: The Book

Why People Buy

People make buying decisions. Not companies. People are individuals and your message must be to people as individuals and not as a mass or a number.

In 1924 an anonymous author stated that the 5 motives to buy were love, gain, duty, self-indulgence, and self-preservation. Today they can be capsulized in 4 general motives:

To be liked
To be appreciated
To be right
To be important

The late Ed Mayer listed 26 "Reasons Why People Buy." Here they are:

To make money
To save money
To save time
To avoid effort
To get more comfort
To achieve greater cleanliness
To attain fuller health
To escape physical pain
To gain praise
To be popular
To attract the opposite sex
To conserve possessions
To increase enjoyment
To gratify curiosity
To protect family
To be in style
To have or hold beautiful possessions
To satisfy appetite
To emulate others
To avoid trouble
To avoid criticism
To be individual
To protect reputation
To take advantage of opportunities
To have safety in buying something else
To make work easier

Top of This Page • Return to Previous Page

Power Direct Marketing: The Book

chapterSection(); whereWeAre();

Why People Buy

Contents  by ROCKINGHAM*JUTKINS*marketing, all rights reserved. Design  by William F. Blinn Web Design, all rights reserved.

Contents by ROCKINGHAMJUTKINSmarketing, all rights reserved.
Design by William F. Blinn Web Design, all rights reserved.