Understanding the buying process

...when writing your marketing materials.

Here's the buying process model:

Problem recognition
¯
Information search
¯ 
Evaluation of alternatives
¯
Purchase decision
¯
Post-purchase evaluation

At the 'problem recognition' stage:

If the readers won't know they have a problem yet, then explain it. Perhaps there is a new safety regulation looming that will make chlorine levels an even bigger issue for swimming pool managers. Make sure people know they have a problem.

Or if you sell telephone services, maybe people are spending more on their mobile phone calls than they need to.

But if the reader will already be aware they have a problem, make it clear which problem you are able to solve. Here's an example to illustrate this.

One IT company recently wrote saying that they 'provide customers with a unified solution that will encompass telephones, data, internet connectivity and call costs'.

Do you know what they actually do? What is the problem they solve?

If they had said 'some people can't use the phone and the internet at the same time' then readers will start to identify straight away. Anyone who hasn't sorted out their internet and phone connections will probably read more.

At the 'information search' and 'evaluation of alternatives' stages:

If people already know they have a problem, and that you can solve it (for example they have asked you to send them information), tell them about the benefits you offer, especially those that differ from the competition.

Go into plenty of detail because people will be prepared to spend a few minutes or more investigating solutions at this stage.

They will also probably be comparing your with your competition, so make sure you anticipate this. If your chief competitor offers a money back guarantee, should you?

At the 'post-purchase evaluation' stage:

The good or bad experience that people have with the product will affect their perception of it. But so too will any information they receive during this period. So can you keep on communicating with purchasers to increase the amount of satisfaction they feel?

Exercise: look at your customers' typical buying process and make sure your marketing materials are pitched in the right way at each stage.

© Peterborough Copywriting Bureau 2002

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