PEOPLE BUY FROM PEOPLE

Audio Transcript Auto-generated

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  Hi, I'm Sarah.

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  Thank you for the opportunity to present to you today.

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  I'm going to talk to you about the subject people

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  buy from people starting things off.

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  I'd like to ask the question.

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  Do people buy from people?

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  By way of answering, I'll explore three key concepts about

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  how and why people buy on what effects their choices,

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  these three concepts, our values and purpose, trust on aspiration.

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  What they have in common is their human traits on

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  the stories they tell about the brand before I go

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  into these three areas further, let's first talk about brand

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  people. Buy the holidays, houses tickets to concerts, for example.

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  For this presentation, I'm going to focus on products when

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  we buy a piece of clothing, a beer or a

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  car we're buying from brands, either in a bricks and

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  mortar store on a website or more often than not

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  these days on our smartphones, those brands a run by

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  people. So the further question is, what role does Brown

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  play and making product buying decisions?

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  And what role did people play in those brands?

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  So why are values and purpose reported for a brand

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  people particularly socially and environmentally conscious millennials.

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  Increasingly by from bronze, which have values that align with

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  their own.

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  These brown values were put in place by the people

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  behind the brand.

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  The brand didn't make its values itself.

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  People did that as a personal example of how brand

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  values and purpose effect buying decisions.

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  A couple of weeks ago, I wanted to buy a

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  new pair of one with the big, because it's pretty

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  good, you know, Step one was, as usual, Google.

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  I had an idea of what kind of thing I

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  was after, but also wanted to have a look around

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  and see what was out there.

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  After some searching, I found two pairs.

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  I like this part.

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  Similar style and design features similar price.

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  So which did I end up buying?

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  And why?

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  One of the pair's was by comes the brand I

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  feed Aware off for a while because of a unique

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  call purpose.

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  I first heard about Tom's years ago, when the brand

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  came to the UK The Founders original idea was for

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  every pair of shoes bought, the company would give away

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  a pair to a child in a developing country.

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  Now they came back to impact grants If you Google

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  Tom's today, this is what comes up.

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  Thomas is in business to improve lives shot with confidence,

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  knowing that for every $3 we make, we give $1

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  away when choosing between two similar products with the same

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  function and price plane.

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  I chose to go with the brand that is giving

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  something back when I wasn't buying directly from the founder

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  of Plums.

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  I am buying into his human values for the brand

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  because they mean something to me.

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  As another example of the people behind brands and their

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  values driving the brand, Let's look a Tesla Elon musk,

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  like him or not, has built Tesler into the most

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  valuable per business in the world.

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  Despite selling only a fraction of the number of cars

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  that Toyota or Volkswagen do.

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  He's done this by persuading people Electric is the only

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  way forward on in.

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  Doing so has disrupted the whole power market.

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  The force, the major manufacturers to follow his lead.

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  When you buy a tester, you're arguably buying from Elon

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  Musk and his beliefs.

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  The man is planning a Mars mission, so you think

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  his cars would be a pretty safe that next up

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  past second Don Draper's day, the so called ordinated advertising

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  television has become the prime communication medium, which led to

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  companies telling people what to think.

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  It was a one way communication consumer had no mechanism

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  to respond to criticize those thoughts.

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  With the rise of the Internet on as digital platforms

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  developed, that model has long been replaced with a peer

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  to peer communication.

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  We are now in an era where people trust one

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  another's opinions more than they trust corporations.

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  Hence the rise of social media platforms.

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  People now make up their own minds about products which

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  is built the power of the online review.

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  According to an A.

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  O. L study, 77% of consumers agree that if they

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  saw a negative review off a product or brand brand

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  online, they would think twice about buying it.

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  Trust also comes down to age old word of mouth.

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  For example, Recently I needed to buy a winter wet

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  suit but wasn't sure of the best brand or type

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  you go for.

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  I wasn't really sure where to start.

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  I had a budget, and I asked a friend what

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  she has and what she'd recommend.

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  She would mentioned the brand called C Skins, which I

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  hadn't heard of before, but I trusted her recommendation after

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  some Googling and seeing what else is out there, I

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  found a C skins wet suit.

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  I like the little and thought Okay, I'll go with

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  that because Haiti's got one and it works for her.

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  So while I bought the wet suit from an online

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  retailer which sells see skins, it was a friend person

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  who had influence my purchasing behavior and ultimate decision on

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  it was a good decision.

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  If it, like a glove, could go surfing that weekend

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  without getting cold.

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  Lastly, Aspiration Aspiration plays a huge role in the power

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  of brands.

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  For example, ever since I saw Roxy Quiksilver advert in

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  the late nineties, I wanted to learn this Earth.

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  It's that emotion that drives aspiration on its that aspiration

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  that brands harness weaving it into their story.

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  When I've brought bought Roxy products over the years, I

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  didn't buy them because I happened to like the personality

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  of the sales assistant in the shop or the sea

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  of Roxy.

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  I bought them because I like the design of that

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  particular product, and I bought them because I like the

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  brand. It's personality and what it's good for.

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  I like this story.

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  Aspiration is also where the rise of instagrammers and influences

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  come in.

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  Some people do trust influences and will buy products they

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  promote accordingly.

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  Others think they're just promoting a product because they're getting

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  paid d, which is often the case.

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  To be fair, if someone clicks through and buy something

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  they've seen on influences profile, they're not buying it from

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  them directly as a person, unless it's their own product

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  or nine shop that influence that his influence.

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  The purchasing decision, like it or not, influence marking has

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  put that particular product in front of millions of captive

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  eyes. So to summer, two people buy from people I

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  think they do, especially when it comes to small businesses.

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  People also buy from brands show run by people who

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  tell the brand story and values.

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  Ultimately, people relate to brands that tell stories with personality

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  on humanity.

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  Those are the type of stories that I hope to

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  help your clients help.

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  That's the copyrighting.

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  Let him, David Abbott once said, Let's start at the

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  beginning. You are looking at the copywriters toolbox with these

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  26 little marks on paper.

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  We have to persuade people to buy our clients.

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  Products, Ideas or service is if we jumble them one

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  way we can sell with a lot, mix them up

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  another way and we're provocative.

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  Another. I was sympathetic.

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  It beats Scrabble on.

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  We get paid for it.

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  Thank you for listening, and I hope to hear from

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  you Sing.