When a person purchases your product, what are you helping them accomplish?  Are you making it cheaper for them to travel?  Are you making it easier to buy things?  Are you helping them save energy?

Once you’ve decided why your customers buy your product, you can then tailor your marketing and design efforts to help them achieve their goals.

Create a Club

Airlines use reward programs all of the time to create a sense of customer loyalty in the form of Frequent Flyer Miles.  This incentivizes the traveler to remain loyal to one airline over his or her lifetime.  The real value of this type of program to the customer is to help him achieve the goal of travelling cheaper.

Your business can also create a “club” to help motivate your customers to use your product or service.  1-800-Got-Junk is a trash removal service with a franchise business model.  Brian Scudamore, the founder of the company, created a “Millionaire’s Club” in which each franchisee partner who records at least $1 Million in revenue that year is able to join and reap the benefits of networking with other members of the club.  This also allows the franchisees to be recognized for their hard work.  Increasing your customers status within a community is often a great motivator.

Eliminate Emotional Barriers

Imagine for a moment that you want a new $2,000.00 Macbook.  Sure your desktop is working fine, but the new Macbook is really cool, does a lot of neat things, is ultra-portable.  So, you decide to go to Best Buy to pick one up.  However, your method of payment is one hundred $20 bills stacked 4 inches thick.  Perhaps that desktop isn’t so bad after all.

Credit cards easily solve the problem.  Instead of paying with a stack of bills 4 inches thick, you simply hand over a piece of plastic.  The credit card psychologically eliminates the emotional tie to your money making higher end purchases a lot more frequent.

Put your biases toward credit cards aside and think for a moment, can you create a product that removes emotional barriers?

Change Your Customer’s Habits

Imagine for a moment that your electricity meter was above your television instead of outside.  Every time you watched TV, you would see how much money you are using in electricity for that day and that month.  You would see the financial impact of forgetting to turn off the television or the light when leaving the room.

What would happen to your energy consumption habits?

These are three simple ideas that your customers achieve their goals while building loyalty to your company.