Jay Conrad Levinson, author of a whole host of Guerilla Marketing books, reveals that consumers really buy …

• Benefits and not features.
• Promises you make – so make them with care.
• The promises they want personally fulfilled.
• Your credibility – or don’t buy if you ain’t got it.
• Solutions to their problems.
• You, your employees, your service department.
• Wealth, success, security, love, acceptance.
• Your guarantee, reputation and good name.
• Other people’s opinions of your business.
• Expectations based on your marketing.
• Believable claims, not simply honest claims.
• Hope for their own and their company’s future.
• Brand names rather than unknown names.
• The consistency they’ve seen you exhibit.
• The stature of the media in which you market.
• Value – which is not the same as price.
• Selection – and often the best of your selection.
• Freedom from risk – guaranteed by your warranty.
• Acceptance by others of your goods and services.
• Convenience in buying, paying and lots more.
• Respect for their own ideas and personality.
• Your identity as conveyed by your marketing.
• Clarity – if they don’t understand, they don’t buy.
• Style – the kind that fits their own style.
• Honesty – one dishonest word means theere’s no sale.
• Comfort – offerings that fit their comfort zone.
• Success – your success, which can lead to theirs.
• Good taste – and they know it from bad taste.

Marketing works when it reassures prospects into becoming customers.

Does yours?

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