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Let’s recap what we’ve covered so far. We make purchases because of 7 “laws”. They are…

•    The Law of Emotion
•    The Law of Value
•    The Law of Expectation
•    The Law of Referrals
•    The Law of Recognition
•    The Law of Necessity

And that brings us to number seven, the Law of Presentation.

This is THE MOST IMPORTANT LAW of them all. Master this one and I assure you, you will have more sales than you could ever imagine.

We buy things because of the way the offer is presented to us. Bottom line: This is the single most important determining factor in all purchase decisions.

Why? Because with the proper presentation of your offer, you can conquer all six other laws at the same time. You can trigger the emotion, provide value, build expectation, use referrals, become familiar and prove there is a need for your product.

All of the other six laws HANG on this seventh one.

It is the umbrella that covers them all. If you learn to present your offer the RIGHT way, then selling is the easy part.
So, what is the RIGHT way?

That’s what we are going to be exploring through the the various posts in this blog. I’m going to walk you through everything you need to know about PRESENTING your offer.

Your offer itself (whatever product or service you are selling, for the price you are selling it) must be presented in such a way that it compels people to buy.

PRESENTATION is just as important as the substance of your product or service… In fact, it’s probably more important. Why?

Because no one will ever see your product or service until you present an offer that they can’t refuse. As long as they can say “no” to your offer, as long as they can reject what you are trying to sell them, then your substance doesn’t do you a bit of good.

Presentation - that is the key. You’ve got to make it easier for them to say “Yes” than it is for them to say “No”.

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I hope you’ve been enjoying this series of “The Law of….” posts.

If you missed the others you an catch them all here: The 7 Laws

The idea behind them all is to help you understand what motivates people to buy and then by pushing all the right buttons increase your sales conversions.

For me website design is much more than just making websites look great, it’s also about optimizing them for a specific response from your visitor. This means I deal with not just pictures but words as well (and it’s what this blog is all about).

This next law is a very interesting one that’s often overlooked…

Let’s face it, sometimes we buy because we NEED to buy. When the tube of toothpaste is depleted, I amble on down to Wal-Mart and buy a new tube. I NEED toothpaste. When my electric bill comes in each month, I pay it. I NEED electricity. Every 3,000 miles I pay to have the oil changed in my SUV. Why? Because IT needs it!

We buy a lot of things because we need to. That’s the law of necessity. You already knew that, I am sure.

But, did you know that you can CREATE need in your offers. And NO, I don’t mean, “You need to buy my product now! You need what I’ve got! Buy from me, buy from me!” That won’t get ya a sale EVER.

Let me give you an excerpt from Jimmy D. Brown’s sales letter for Profit Pulling Newsletters as an example…

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Last night - I was in an area department store and as we were about to checkout, my wife and I noticed a new Stain Scrubber.

We took a look at the photos of it in action on the side of the box. We had never seen one quite like this. It was an electric scrubber that scrubs out stains on automobile tires, household carpets, bathtubs and a variety of other different surfaces.

Since we make a lot of messes :o) we were a bit impressed with this new item.

And I made the comment to my wife (without ever thinking about what I was about to write here in this manual) it must be a good one, it’s made by Black ‘n Decker.

It was only when I arrived back at the laptop and notice that I was to the “Law of Recognition” that I realized the significance of my comment.

I was prepared to buy that new scrubber because of yet another “purchase motivator”… the Law of Recognition.

You see, we buy things because of REPUTATION as well. We buy things because of NAME RECOGNITION. We buy things because of FAMILIARITY. Understand?

Answer these questions without thinking…

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Many times we purchase based solely on a recommendation from a trusted friend, family member or associate.

Jimmy D. Brown told a story of when he launched one of his new courses. He received an email from a customer who (amazingly :o) had never heard of him. And yet she bought a copy of the course without every taking a look at it herself.

Why? Because one of her close friends had bought it and loved it and had recommended that she obtain a copy herself.

And - voila - there was another sale.

She never read the sales letter. He didn’t touch any emotional nerve inside of her. She didn’t recognize any particular quantity or quality. She wasn’t expecting results (at least not based on his offer). But still she made a purchase.

And that was SOLELY because of a referral. A recommendation. An endorsement. A testimonial.

That all add up to sales.

We’ll talk about this one in much more detail later (I’ll even show you how to get these referrals for free!) I just want to introduce you to the idea now. People make purchases in a lot of cases simply because someone make a recommendation.

How many times have you gotten your hands on something because someone suggested it?

I know I’ve got my hands on a nice set of Logitech z4 speakers because someone recommended them to me!

I bet you’ve made similar purchases yourself.

How can you make it easy for people to recommend your website to others?

Maybe you add a tell a friend form to your subscriber thank you page of your website, or how about setting up a special tell a friend page you simply send your subscribers to, just by using email. You can even incentivize it by offering something of value if they tell “X’ number of friends.

What ideas do you have to tap into the immense power of word of mouth marketing and the law of referrals?

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I hope you’ve been enjoying these “7 Laws of why people buy”. I’ve packed as much useful, actionable information into them as I could (be sure to leave a comment, I’d love to hear what you think about them).

Here’s how far we’ve got…

The Law of Emotion and The Law of Value next we have The Law of Expectation…

Herein lies a tremendous motivator for purchases. We buy based on what we expect to achieve from use of the purchase. In other words, we buy based on what we perceive will be the end result of that purchase.

For example…

We buy exercise equipment because we EXPECT TO SEE THE RESULTS of weight loss, muscle tone and overall better health.

We buy grass seed because we EXPECT TO SEE THE RESULTS of a nicer lawn.

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Another reason why we buy things is because of value.

I once heard a friend of mine tell a story about her immigrant grandmother. Her grandmother came home with two pairs of jeans that didn’t fit anyone in the entire family. My friend asked her, “Grandma, why did you buy these jeans when no one can use them?”

Her response? “They were such a bargain - I saved more than $40!”

The point is this: we all love a good deal. We buy things because they are valuable to us.

Now, there are two basic ways that we judge value…

1. Quantity. Two for the price of one. Buy one get one free. Free medium drink with any hamburger order. Extra value meal. Free installation with any satellite purchase. Thirty days free to new members. These are all ways of providing MORE quantity for the same price. And that, in our estimation, is a determining factor in how valuable something is.

After all - what’s more valuable: A large pizza for $14.95 or a large pizza with a free 2-liter coke for $14.95? Obviously the free 2-liter coke adds more value to the order. That is a quantity increase. And it prompts us to order, simply because it is more “bang for the buck.”

In direct marketing it was a collection of THOUSANDS of “money making reports.” Online, it’s a collection of dozens of “ebooks.” Neither of these usually has a lot of useful information in them — but there sure is a lot of them! And many people buy because of the sheer volume they represent. It just sounds like an awful lot for the price tag that is attached.

2 Quality. The other measuring stick of value is quality.

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One of the reasons people buy things from your website is because of emotion. Emotions like…

Fear: Fear of gaining weight. Fear of missing an opportunity. Fear of unemployment. Fear of death. Fear of a future price increase. Fear of what others think about them. Fear of the unknown. Fear of growing old. Fear of being alone. Fear of being cheated.

There are hundreds of different phobias that motivate people to make purchases. People buy life insurance because they fear dying prematurely and leaving their family financially strapped.

We buy exercise equipment because we fear gaining weight or getting out of shape. We buy alarm systems because we fear we are going to be violated in some way. Bottom line: We make a lot of purchases because of our fears, on things that are supposed to ease our fears.

Passion: Passion for golf. Passion for food. Passion for money. Passion for our children. Passion for our spouse. Passion for our career. Passion for success. Passion for fame.

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