The Santa Barbara Web Design and Marketing Blog

In the fiercely competitive world of sales and marketing—especially in the digital age—understanding the root motivations behind why people buy is not just useful, it's essential. Whether you're a business owner, a freelancer, or working in a corporate marketing department, these motivations shape the strategies that generate leads, create connections, and turn prospects into lifelong customers.

Today, let’s dive deep into a straightforward but profound concept: Three Reasons That People Buy. These reasons are so ubiquitous that they transcend industry, trend, and even culture. Yet, too often, marketers and entrepreneurs get sidetracked by complex theories and lose sight of these foundational truths. More than mere “tips,” these are guidelines that can help shape your messaging, enhance your customer interactions, and ultimately grow your business.

Let's break it down:

1. People Buy Because They Need What You Have

Understanding the Power of Need

At its core, need-based purchasing is about solving problems. When someone identifies a gap in their life, a pain point, or a challenge, and your product or service directly alleviates that, you are addressing a need.

Think about it: how many times have you purchased a product simply because life couldn’t go on smoothly without it? Imagine your car battery dies. Unless you want to walk everywhere, you need a new one. That’s not an option, that’s a critical requirement for living your life or doing your job.

Marketing to Needs

If your business provides what people genuinely require, your marketing should focus on:

- Identifying these pain points clearly in your messaging.

- Demonstrating the effectiveness of your solution.

- Clearly communicating the risks and costs of inaction.

- Using testimonials that focus on necessity and relief.

People’s needs form the foundation for much of the global economy—think healthcare, utility companies, housing, security, and many types of software. But as straightforward as addressing needs may seem, it’s all too common for companies to make assumptions about what people need, rather than engaging, listening, and researching to really understand their customers’ day-to-day lives.

Examples

- Plumbers: Most people don’t call a plumber unless they have an immediate problem. No amount of flashy branding will make them want it before they need it.

- Prescription Medications: By law and by necessity, these are literal life-need items.

- Accounting Services for Taxes: When tax season approaches, need prevails over the want for any other luxury or nice-to-have purchase.

But there’s a subtlety here: sometimes customers don’t realize they need your product or service until you educate them. This is where content marketing, free trials, assessments, or interactive tools can help raise awareness and generate demand.

2. People Buy Because They Want What You Have

Understanding Desire

Want is a much more nuanced motivator than need. Wants are emotional, aspirational, social, or personal. When you’re marketing to wants, you’re not just solving a pressing problem—you’re tapping into the imagination, the ambition, or the lifestyle aspirations of your customers.

Why do people shell out thousands of dollars for designer handbags, luxury cars, or tickets to a sold-out concert? They don’t need these items, but they want them fiercely. Wants open the door to premium pricing, brand loyalty, social sharing, and “raving fan” customer bases.

Marketing to Wants

Marketing to wants is where creativity, branding, and emotional storytelling come alive:

- Use emotion in your copywriting and visuals.

- Tell stories that customers relate to and aspire to be part of.

- Position your product or service as the key to unlocking a better, happier, more successful or more comfortable life.

- Relate to dreams and desires—faster, easier, healthier, more stylish, more admired.

If needs are about logic, wants are about feeling.

Examples

- High-End Electronics: No one needs the very latest smartphone, but millions camp outside Apple Stores nonetheless.

- Gourmet Food Experiences: Plenty of affordable ways to feed yourself, but dining at a Michelin-starred restaurant is about the narrative, artistry, and exclusivity.

- Luxury Travel: People don’t need the infinity pool overlooking the Amalfi Coast—they want the status, the photos, the feeling of “living their best life.”

Position your business not just as a solution to problems, but as an upgrade to status, lifestyle, and self-image.

3. People Buy Because They Like You

The Human Element

This third reason is perhaps the most undervalued—and the most volatile. People often choose with their hearts, not their heads. “People buy from people they like” is a truism most often heard in networking and sales courses, and for good reason.

But what does “like” really mean? It’s about rapport, trust, authenticity, and sometimes sheer charisma. When all else is equal (or even when it’s not), a likable business owner or brand representative can be the difference between closing the sale and losing it to a competitor.

Here's the catch: "liking" is the most fragile motivator. If a customer is put off, offended, or feels disrespected, the strength of their disliking can eclipse all other rational decision-making. They’ll cross the street, drive an extra hour, or pay more to avoid doing business with someone they don’t like. Think back—when was the last time you deliberately sought out a competitor because you had a negative interaction?

Marketing to Liking

- Engage authentically.

- Be responsive, empathetic, and genuinely interested in customer needs and stories.

- Build relationships, not just transactions.

- Own your mistakes, apologize when necessary, and go above and beyond to fix them.

- Don’t forget small gestures—handwritten thank you notes, remembering a customer's name, personalized recommendations.

This concept has transcended beyond face-to-face interaction and into the digital age. Social media, live chat, video content, and emails all offer avenues for businesses to show personality, humanity, and approachability.

Examples

- Service Industry: Hair stylists, mechanics, and consultants are often hired (and referred) because clients genuinely enjoy spending time with them.

- Online Communities: Influencers, coaches, and thought leaders often win business strictly due to the “likeability” factor.

- Repeat Business: Even when options exist, customers frequently return to people and brands they like—even with higher prices or less convenience.

A Word of Caution: The Dark Side of Dislike

Let’s flip this on its head. If customers decide they don’t like you—even if they need or want what you offer—they’ll often go out of their way to avoid doing business with you. One dismissive comment, an ignored email, or an unpleasant interaction can be costly.

In a hyper-connected, review-driven world, one disgruntled customer can not only walk out your door forever but, with a tweet or a review, persuade hundreds of others to follow suit.

That’s why it's essential—no matter how “right” you may be in a given situation—to remember that the customer experience is emotional as much as it is practical.

How Does “Know, Like, and Trust” Fit In?

You may have heard, “People do business with those they know, like, and trust.” It’s an almost sacred mantra in the world of networking and online marketing. Trust certainly plays a major role. People will rarely buy if they don’t trust you. However, that classic saying tends to put disproportionate emphasis on personal connection—on the “like” element.

But as we’ve outlined, need and want are just as important—sometimes more so. Someone might trust and like you, but if they don't need your product, or have no desire for your service, they aren’t going to buy.

So, by considering only “like” (or even “trust”), you miss a huge chunk of what motivates purchasing decisions. Real success—repeat business, referrals, raving reviews—combines all three in just the right mix for your target audience.

Ponder This: Personal Reflection on Buying Decisions

Let’s bring this down to a personal level. Consider your last significant purchase:

- Did you need it (necessity)?

- Did you want it (desire)?

- Was the deciding factor that you simply liked the salesperson, business owner, or brand personality?

Alternatively, reflect on a time you didn’t buy. Did an awkward or negative experience push you toward a competitor? Did a salesperson rub you the wrong way? Did you walk out of a store (virtual or real) because you felt unappreciated or talked-down-to?

These everyday moments aren’t just stories—they’re instructive. Use your own experiences as a lens for how customers might see your business.

Practical Applications: Implementing the Three Reasons in Your Business

1. Map Your Offerings

Categorize your products or services: are they primarily filling needs or wants, or are purchases driven by relationships? Knowing this can help you allocate marketing resources, shape your messaging, and design customer experiences that resonate.

2. Audit Your Customer Touchpoints

From your website to your contact forms, from your social media to your in-person interactions, ask: Are we highlighting the need or the want? Are we connecting emotionally, or just pushing features? Do we make it easy for people to get to know and like us?

3. Train Your Team

No matter how perfect your offer, one negative interaction can sink a sale. Make training in emotional intelligence, empathy, and active listening a core part of your company culture. First impressions matter.

4. Solicit and Leverage Feedback

Ask customers why they bought—and why they didn’t. Was it because your product solved a pain? Was it because they were excited about having the latest gadget? Or because they felt at home with your team? This feedback can guide everything from product development to marketing strategies.

5. Handle Dislikes with Grace

Sometimes, personalities clash or mistakes happen. Own it. Apologize sincerely, and see if you can create a positive turnaround. Don't ignore negative experiences—address them publicly (where appropriate) to show future customers that you care.

Conclusion: Rethinking Your Approach

The magic of marketing isn’t in complex formulas—it’s in understanding human motivation.

- Needs are the foundation.

- Wants are the growth engine.

- Likes are the glue—and sometimes, the dealbreaker.

Behind every sale is a human, making decisions based not just on logic, but on feeling. When you recognize that the real reasons people buy are rooted in these three drivers, you unlock ways to connect deeper, serve better, and grow faster.

Next time you’re crafting a campaign, launching a product, or serving a client, ask yourself:

Am I addressing a need?

Am I tapping into a desire?

Am I making it easy for them to like and connect with me or my brand?

Master these, and watch your business transform—one authentic connection at a time.