Fixating on establishing your “brand” can leave you kind of lonely. You’re at risk of neglecting what’s most important in building relationships with customers, clients, and readers: communicating how you can help them. If you talk about yourself too much you’ll soon just be talking to yourself. No one really cares, and won’t be listening for long. Instead, tell stories about how you can make your readers money … save them time … improve their lives.

Before crafting your narrative you have to know why people buy. Notice number 16 on the list below culled from the book Rapid Response Advertising by Geoff Ayling – “to communicate better.” PubArts understands that in helping you (our customer) communicate better, what we really need to discover is what YOUR customer desires.

We don’t want to prattle on about ourselves in this moment (and choke on the irony), but do point out that we can also help you (and yours) with numbers 1, 2, and 3, among other goals. And while we might be at a loss with number 11, we are quite practiced with rejuvenating communication materials and strategies.

People buy:
1. To make more money
2. To save money
3. To attract praise
4. To increase enjoyment
5. To possess things of beauty
6. To avoid criticism
7. To make work easier
8. To speed up work
9. To keep up with others
10. To feel opulent
11. To look younger
12. To become more efficient
13. To buy friendship
14. To avoid effort
15. To escape or avoid pain
16. To communicate better
17. To be in style
18. To avoid trouble
19. To protect family
20. To express love