(A short prologue)
Do you know how people (including you, of course) buy products from a store or why they simply window-shop and move past?
I mean the psychology: What goes on in people’s minds when they see an electronic item, for instance? How do they decide whether to buy it or explore further?
Let’s break down what they call the “buyer psychology.”
What Is The Buyer Psychology?
First: You (the buyer) visit a multi-brand electronic store to purchase a smartphone. You glance through multiple smartphone models and stop at one. A salesperson attends to you who provides the general deets of the electronic product.
Second: If that raises your eyebrows, you both hash over other smartphone brands and models (just for an idea). You then determine which among them meets most (if not all) of your expectations—RAM/ROM, battery, camera quality, and most importantly, value for money.
Third: After minutes of exploration, phone by phone, you realize that some other smartphone brand ticks more checkboxes, especially the last one, than the one you first stumbled upon. You inquire about that smartphone to the salesperson and weigh the pros and cons.
Fourth: You’re done with your brief investigation. The salesperson gave you a “double thumbs up” for your choice. You’re now super-sure that you’ll go with the smartphone—and you purchase it. Congratulations!
(It’s showtime now!)
The big question is: how should your brand—whether you’re flying solo or running a company—use this analogy to boost your sales or, at least, multiply your growth in the digital ecosystem? Especially in times when people demand authenticity and connection with brands?
You’re in luck! I’ve reframed it into 4 key, distinct stages of the customer buying journey. Let’s dive in.
Inform
This is the initial stage where your content acts as an educator or a resource. You address the audience’s pain points, answer their questions, or introduce them to a solution (s) they might not even know they need. In other words, the “what,” “who,” “where,” and “how” at a foundational level.
How to do it?
Publish blog posts, articles, whitepapers, how-to guides, and explainer videos that cover common customer questions, define industry terms, or present factual data. Simply put, surface-level information.
For instance, if you’re a SaaS company, you can publish an “Ultimate Guide to Cloud Security Best Practices.” Or if you’re a financial institution, create an article on “Understanding Different Types of Investments for Beginners.”
With these content pieces, you become a reliable information source in your audience’s minds. You aren’t selling yet, but laying the groundwork.
Infer
Once you inform your audience, you act as a guide, proactively helping them infer. This means presenting information supported by relevant and accurate statistics, proofs, and real-time scenarios.
That way, your audience can draw their own conclusions based on their pain points or needs or somehow understand that solutions (like yours) would be an antidote to their specific problem.
Other words, it addresses the “why” and “so what” beyond the surface facts.
How to do it?
- Case studies that showcase how a solution similar to yours has solved a specific customer problem.
- Industry trends report that present complex data in easily digestible formats (think infographics and charts) to highlight evolving trends.
- Comparison articles that let readers weigh the pros and cons of different solutions and decide the most suitable one for them.
For instance,
- A digital marketing agency publishing a case study showing “How Our Client Increased Leads by 300% Using Automated Funnels.” (readers understanding the power of automation and how the agency’s offering works for similar situations).
- A cybersecurity firm presenting statistics on the rising costs of data breaches, highlighting the urgent need for organizations to turn to robust security solutions.
- A fitness brand laying out pros and cons of different types of gym workouts, letting readers decide which suits them better (and aligns with the brand’s offering)
Think of it this way: A lawyer presenting pieces of evidence to support his/her claims that, once put together by the judge (the audience), showcase a crystal-clear picture.
Interest
In this penultimate phase, you spark the person’s interest in your specific offerings such that they don’t feel like browsing someplace else. Here, you focus on making your products/services undeniably irresistible by highlighting what makes you stand a yard apart from your market rivals through gripping messaging.
How to do it?
- High-quality product pages, featuring stunning visuals, to-the-point benefits and functionalities, and captivating copywriting.
- Testimonials and success stories to showcase how your solution has genuinely helped existing or previous clients.
- Behind-the-scenes (BTS) content (videos or carousels) to demo the hard work and good intentions behind your brand.
- Storytelling videos to walk people through your brand’s vision, mission, or origin.
- Interactive demos, like AR virtual try-ons, to let users try on the product before making the final decision. You can embed such tools into your website, social media handle, and mobile app.
- Comparison pages that convince people of why your product beats your competitors’. Boast features or offers you believe are “error 404” in your competitors.
- Listicles like “10 Best XYZ Platforms.” Here, you talk about the pros and cons of 9 other companies and describe your brand’s offerings. Ideally, you should start or end listicles with your brand. I prefer the latter. Because your brand pops up in the end, right when readers get stuck at the crossroads deciding which platform suits them better. Then, you lay bare your product’s unique value propositions (UVP) and how they best serve your audience versus others. Don’t exaggerate, just say the truth with subtle sugarcoating.
For instance, an interior designer uploads an Instagram reel where he/she visits a client’s site to explain different types of materials used to make the home’s interior aesthetically and functionally sound.
Such informative content gets you bookmarked in the viewers’ brains. So, if one of your prospects is in dire need of a solution, they’ll simply turn to you.
Interact
Finally, you drive your now interested audience to interact. This is the stage where you stave off any friction and offer prospects clear pathways to purchase your offering—a conversion point or a sales opportunity.
How to do it?
- Persuasive and wisely placed CTAs (calls to action) throughout your content and across your website, including the home page, the products/services pages, and the “contact us” page. Examples include “Get a Quote,” “Sign Up for Free Trial,” “Download E-book,” and “Buy Now.”
- Customer support and live chat to clear any prospect’s query that might pop into their minds while making the purchase.
- Reminder email sequences or retargeting ads to follow up with leads as a gentle nudge.
- Minimal steps to complete a purchase.
- Social media posts with direct links to product pages or special offers.
For instance, a SaaS provider placing a “Start Your Free Trial” option at the bottom of its website’s service pages. Or a freelancer having a prominent “Request a Custom Quote” button on his/her website’s home page and contact us. You are offering customers a direct, actionable step to get done with the purchase.
Make Your Content Count
So, there you have it: the 4Is in action! By carefully weaving Inform, Infer, Interest, and Interact into every piece of digital content, you can do more than just publish—you can truly connect, persuade, and convert. It’s about building a genuine journey for your audience, guiding them step-by-step from curious visitor to loyal customer.
Put your 4Is (eyes or perceptions) to work and watch your brand thrive!