advice on how to build meaningful brands

June 7, 2018

33 | Why We Buy

Why you’ve got to listen to this episode:

We know we have a good product or service but how do we convince others or persuade our audience to buy from us or donate to our cause? What are the triggers that will get our audience to take the actions we want them to take?

I get asked this question so often, perhaps more than any other question, that I thought it was important to dedicate one full episode to go over the most important influences in the decision-making process of our consumers and the ultimate factors that guide consumer’s buying behaviours.

In this episode, I go into detail on what are the main factors that influence the buying process and how you can use these different factors to better engage with your audience and design more compelling and relevant messages, experiences and stories.

Who can benefit from listening in:

Anyone who has an audience will greatly benefit from today’s episode. Whether you have a physical product, a service or a cause you would like your audience to engage with, you’re always trying to influence your audience’s decision-making process.

Today’s episode will walk you through the most important factors that affect consumer’s buying behaviour and how you can tap into these factors to become more relevant and compelling to your audience.

This is an information-filled episode and the notes in today’s episode supplement contain all the information shared in the podcast, so you don’t have to take notes. The supplement also has some key questions to help you think about your own organization and how you can better shape your messages and stories and connect with your audience.

Key takeaways from this episode:

  • We buy products that help us express who we are or help us become better versions of ourselves. We all have a self-concept, which is how we see ourselves and an ideal self, which is how we would like to see ourselves.
  • Our perceptions may not be a reality, but they guide our buying behaviour.
  • We’re constantly filtering information and retain only what we consider to be the most relevant pieces of information. If your product and service are not perceived as relevant, your messages will not stick.
  • Even relevant information is ignored or forgotten particularly if it contradicts an existing belief.
  • Stories are the best way to connect with your audience and to have them recall information.
  • Emotion drives behaviour, not facts or figures.
  • Consumers are constantly evaluating cues and formulating opinions about you. The attitudes they form tend to be enduring and very difficult to change. You must always proactively work to ensure the opinions your audience forms of you are positive ones.

Alberta Podcast NetworkLinks to resources mentioned in this episode



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Episode supplement

This week’s episode supplement contains all the information shared in the podcast, as well as some key questions to help you think about your own organization and how you can better shape your messages and stories and connect with your audience.



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