What Triggers The Urge To Buy?

I've been doing some reading lately on what triggers the urge to buy, so I thought I would share some of what I've learned. 

There are a multitude of reasons people buy things.  Whether it's a small item from a discount store or a large purchase like a vehicle or a home, it all comes down to psychological triggers and emotions.  The most powerful trigger: People want more money!

People want more money because they equate a larger bank balance with success.  If they are successful they have achieved a life goal, can provide for their family and enjoy the comforts of life.  With this in mind, think about how the words 'investment' and 'value' compared to words like 'cost' or 'pay.' 

Investment is a word that promises return.  "If I invest in this market fund I will make more money than I've put into it."

Value, for instance, infers that when I spend my hard earned money I will have gained something in return.  If I buy car brand X vs. car brand Y, I will save money because car brand X has a reputation for longevity and fewer trips to the garage for repair, therefore it offers me more value for the money I'm laying on the table.

The word cost has a bit of a negative association.  It seems to be associated with budget constraints and repetitive expenses in our lives.  I'm sure everyone would like to live a financially carefree life, without the reality of the costs of groceeries, mortgages and car payments associated with our monthly budgets.

You make a friendly wager with your buddy and by some crazy allignment of the stars, he/she wins the bet.  What's the first thing you hear?  That's right!  "Pay Up"  He/she may even rub a little salt in the wound with some light ribbing - just to make it sting a little more!  The words Pay Up are like the first alarm bells you hear when you regret doing (or not doing) something.

So think about the products and services you are offerring to your clients.  Are you asking them to make an investment or are you creating a cost?  Are you offerring value or are you expecting them to Pay Up?