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Whenever I run across someone claiming that everyone makes
buying decisions based on money, I roll my eyes. It's
patently untrue.
But I was happy to read about a body of research that
provides a more nuanced framework of people's mindsets.
According to Google's Head of Research Justin De Graaf,
shoppers have one of six elemental attitudes when they're
searching online:
* Help me
* Reassure me
* Educate me
* Surprise me
* Impress me
* Thrill me
In the last three of these modes, people are not looking
for the cheapest or the most cost-effective solution. They
are searching for an encounter that is not ho-hum or
ordinary - a product, service or presentation that wakes
them up or stops them in their tracks for some reason.
They're on the hunt for impact.
Is impact something you deliver? Numbers don't answer this
question. You would recognize positive impact by the kind
of comments you get from buyers. You'd know it from the
emotional pitch of the gratitude people express and from
their testimony of the excitement, satisfaction, pleasure or
even life changes triggered by you or what you sell.
