From the course: Creating Powerful Sales Proposals

The bigger why in your offer architecture

From the course: Creating Powerful Sales Proposals

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The bigger why in your offer architecture

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- Now the second part of the reassurance core is the bigger, why. Now what I know is that people buy for different reasons, and some of them will buy because they want something more. They want to be part of something or they want the product to say something about them. When you buy a Nike product, yes, you are buying shoes or a shirt, but you are also buying performance. You're buying being elite, you're buying being fit. It's an added benefit that gives you a sense of identity. Big brands are great at tapping into this. Another bigger why, is a cause. Some people buy because they like to be associated with a cause, movement or just want to do good. Warby Parker, they're the eyeglass maker, when you buy a pair, they will donate a pair of eyeglasses. Tom's Shoes, who is known for starting this trend, tells you when you buy a pair of shoes, they give shoes to an underprivileged family or community somewhere else in the world. And then there's Target. When you exit their stores there's a big sign that reminds you that Target gives 5% of their profits to charity every year. Now you might be thinking, "Well, Dustin, "I'm buying Warby Parker glasses and Tom Shoes "because I just really like their shoes." Great. That may be a hundred percent your reason but some people like the idea of buying into a brand or product because they're doing good for the world. You can get shoes in anywhere, but where else can you get an offer to buy shoes and do good at the same time? Will that prevent you from going to Walmart? Maybe not. Perhaps Target is just easy and convenient, but some folks enjoy knowing that they're doing business with a company that gives back. Remember, some people find comfort in being a part of something that gives them an identity. It makes them feel good inside. Finally, some people buy because they want to join a community. Whether it's online or offline, some people really enjoy having support, accountability, and friendship. Anytime you can foster that with your products or services, by giving them a Facebook community that they can interact with, by giving them a place they can go to to talk to people, it can be incredibly, incredibly powerful. How does this apply to cupcakes? Let's look. We might easily say for every cupcake that you buy, we're going to donate a dollar to feed the hungry or support this charity. Or we could easily donate a cupcake to kids. Pretty easy, right?

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