Back-to-the-Basics: Buying Behavior

Today’s “Back-to-the-Basics” is going to be a little more than “basic.”  The first half I’ll share Dan’s 5 generic E-Factors (Emotional Factors… basic), and the second half will be additional E-Factors to Affluent Buyers (a little more than basic).

In Dan Kennedy’s book, No B.S. Marketing to the Affluent, Dan says:

“Everybody’s buying behavior is driven by emotions,
justified as necessary, after the fact, with logic.”

E-Factors are the emotional drivers of buying behavior.

Here are 5 generic E-Factors Dan says are applied to everybody:

  1. Fear
  2. Pride
  3. Love
  4. Guilt
  5. Greed

These 5 E-Factors can be found in many marketing books (Basic).

Here are 7 additional E-Factors to consider with Affluent Buyers:

  1. Insecurity
  2. Fear of being found fakers
  3. Desperate desire not to commit a faux pas
  4. Today, not passé
  5. Feeding emotional emptiness
  6. Giving selves gold stars
  7. After all, what’s the point of being rich

If you’re marketing to affluent buyers, then use these more advanced E-Factors when creating your next marketing piece.

You can create some really great marketing campaigns if you give some thought on how you can use these E-Factors to present your products and services.

How are you currently using these E-Factors when creating your marketing campaigns?  If you haven’t thought about them before, is your creative mind starting to flow?!

Be sure to leave your answers in the comment sections below.

Now go take action!

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