The reason people buy varies a lot more than you realize. Sometimes you
use that rationale to your advantage and sell to that justification. Other
times, the rationale is implied but not stated. The big thing about why
people buy is that it means you can tackle a topic in many different ways
based on the reasoning. Keep in mind that you can decide the reason people
would buy but don’t be surprised when the actual buyers you acquire have
very different rationales!
1. I can’t find a book/video on the topic
2. I’ve read all the books on the topic and still want a new/better answer
3. I can’t afford therapy, but still really want a therapist’s perspective
4. I don’t think my problem is “therapy-worthy,” but it still bothers me a lot
5. I’d spend any amount of money to solve my problem
6. Therapy bombed out, but maybe this would still help
7. My [spouse/kid/mother-in-law] would never do therapy with me, but maybe
this can help
8. I’m tired of my problem and ready to look at it in the privacy of my home
9. I’m a self-help fanatic and buy anything that can help me or someone I know