Did you know new customers’ lives can affect their buying behaviour?
You may not be aware of it but it can affect the sales of your products or services.
If they have a lot going on in their personal lives then adding complexity to their buying decisions adds stress.
And this is not what they want.
Today customers are looking for products or services that reduce their stress, especially during the buying decision process.
Basically they want simplicity in their lives and from businesses. And they reward businesses that use simplicity when attracting them.
To get new customers you can build substitution into your marketing that can be an advantage for your business. Substitution means using this instead of something else that can save them time or money. This is attractive to customers as it removes complexity by using the simplicity approach.
For example Dyson vacuums were the first product that didn’t have bags. It meant consumers didn’t have to work out when the bags were full or go to the shop to buy additional bags.
It is also good if you have to vacuum up a spider as you can see if you caught it properly and not stuck in the tube.
Another example is Headway Themes. It has built into its theme a click and drag feature. This means when you are designing a website all the options are available in visual editor. It has substituted the need to know coding to change colours, columns, layouts, fonts etc.
When there is direct substitution to reduce customer anxiety then this is an example of marketing simplicity.
Using substitution approach can be effective especially if you compete in a crowded market and want new customers.
- Reduces price comparison
- Taps into customer need to save time or money
- Distances your products or services from your competitors
- Helps simplify the buying decisions for customers
- Lets you get creative with your products or services
- Differentiates your products or services
What do you think? Have you ever considered using substitution for a marketing advantage?
See how I can help your business use simplicity to gain new customers.