Emotional Attachment & Why People Buy Things

Recently I spent $600 on a freaking coat.  The purchase was made on whim.

For some people that is a lot to spend on a coat, for some it is little, and for others it is justifiable.  For me, it’s more than I usually spend on clothing.

Looking at myself in the fitting room, I liked it, but after seeing the price tag I wasn’t sure if I liked it enough.  So what actually made me buy the coat?

One of the friendly sales reps saw me and as he walked by he said, “You look like a world traveler…”

WORLD TRAVELER.  Those words shifted my thinking from “I’m not so sure…” to “YES!  This coat is AWESOME.”

I love traveling and I love adventures.  I identified with those words.  Now I felt inspired (and kind of like Indiana Jones) when I wore it.

When doing sales and branding for your own business, it is helpful to analyze how you operate when it comes to making purchases.  What was your last big purchase and why did you choose to buy it?

When brides choose a photographer, it’s because the photos/experience spark an emotion in them.  My brides and clients hire me for the same reason that I bought the coat.  I think about this most when doing things like choosing which of my photos to showcase on my website and blog.

I think – What would my ideal client identify with?

Overall I have come to learn that when it’s personal, when you make something YOU, that is when it stands out. 

P.S. In case anyone is wondering, the coat is from Cop Copine‘s Winter 2011 Collection.