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"What makes your buyers buy?:" The IMPACT Show Ep.8 [Show Notes]

"What makes your buyers buy?:" The IMPACT Show Ep.8 [Show Notes] Blog Feature

Ramona Sukhraj

Head of Editorial Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

June 30th, 2017 min read

In business, many like to think purchase decisions are all about dollars and cents, but in reality, it's just as much about emotions and senses

In this week's episode of The IMPACT Show, Bob and Nick ask the question "do you know what makes your buyer's buy?" and chat about role of pain points and emotion in buyer behavior. They also reflect on YouTube's Studio update, the iPhone's 10th birthday, and what you should know IMPACT Live 2017

Just in case you missed us live (or if you want to relive the magic), you’ll find the episode’s show notes below as well as the recording.

Enjoy and make sure to share with your peers!

Like what you saw? Make sure to subscribe on iTunes and give us a review.

Have feedback or questions? We’d love to hear it. Comment on this blog or email us at

Update to YouTube Studio

HubSpot's 3-Sale Exploratory Call Formula

Today is the 10th Anniversary of the iPhone

  • First iPhone went on sale June 29th, 2007. 
  • iPhone has dramatically changed communication and marketing over the past 10 years
  • Apple was working on the iPad first, but pivoted realizing that the iPhone and smartphones were the future. 
  • It's a reminder: Don't wait until a product is perfect to launch. Disrupt now!
    • Put your main competitor out of business
    • Release your 1.0 product and iterate
  • Read all about it here

Join us for IMPACT Live:

  • A two-day event in Hartford, CT on August 1-2nd, 2017.
  • An intimate group of experienced, dedicated marketing and sales leaders.
  • NEW LOWER PRICING: Get your general admission ticket for just $999 or VIP access for $1399.
  • Speakers include Marcus Sheridan, Tara Robertson, Mike Volpe, Mark Roberge, George B Thomas, Paul Roetzer, and more.
  • Get your ticket here now.

Main Topic: “What Makes Your Buyers Buy?”

  • Our buyers are human -- They go through a complex buying cycle emotionally and we need to understand that when marketing and selling
  • To make an impact, you need to think in a more customer-centric way. 
  • Be less self-serving, more delightful
  • Why People Buy – Buyer Psychology Of Purchase Decisions by Insight Squared
  • Pain Points: "Buyers have a greater commitment to fleeing losses than to seek gains"
    • People are more likely to take action if there's a pain point that can be relieved
  • Social Proof: "Buyer's Travel in Packs"
    • Social proof  is a powerful selling tool
    • Social proof builds trust; it shows that a product/service is reliable, it's already been tested and proven.
    • Similar message shared in Tribes by Seth Godin
  • Purchase Decisions: 9 Things to Know About Influencing Customers by ConversionXL
    • Peer Reviews Matter
      • Think beyond case studies and testimonials; look at review sites and directories relative to your industry (i.e. Yelp, Angie's List, the HubSpot Partner Directory)
      • People are going to be talking about you whether you encourage it or not -- be a part of the conversation and be ready to delight. 
    • Simplicity Always Win
      • Content and design that is easier to understand is more likely to get bought. 

Additional Books/Resources:

Next Steps:

  • Start digging into reports and research on the psychology of why people buy and buyer behavior.
  • Once you do that, dive deep into your specific buyer. Understand what stood out about your product/service that made them buy; what was confusing, what made them hesistant. Ask them why they chose a competitor or what they found appealing in competitors. -- Do this on a regular basis!
  • Buyer interests and behaviors can change from week-to-week

Get your tickets to IMPACT Live 2017 to meet David Meerman Scott, Mark Roberge, Marcus Sheridan, and dozens of other experts in-person this August!

We would love your comments! Feel free to send us an email or comment on the facebook thread. 

Join Us Next Week! Topic: Influencer Marketing

We'll be back again next Thursday, July 6th at 1:00 PM ET. Want to get reminded? Drop us your name and email address below and we’ll make sure you’re notified before the broadcast every Thursday!  

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