The Secret to Making Money? It’s Not What You Sell, But What You Understand About Human Nature

We all want to make money, but what’s the secret? Is it about selling the best product, or something deeper? The answer lies in understanding human nature, the hidden force that drives our desires and decisions.

The Human Factor: The Key to Business Success

Forget fancy marketing strategies and complex algorithms. The real key to business success is understanding human nature. We’re driven by a complex web of emotions, desires, and motivations, and tapping into these forces is the key to making money.

The Art of “Buying” Instead of “Selling”

Think about it: when you’re buying something, what’s more important, the features of the product, or the feeling it gives you? Most of us are driven by emotions, not logic. So, instead of focusing on selling your product’s features, focus on selling the feeling it evokes.

The “0 Yuan Purchase” Phenomenon: Making Money by Understanding Human Needs

The “0 yuan purchase” business model is a prime example of how understanding human nature can lead to success. It’s not about selling a product, but about offering a solution to a problem or fulfilling a need. People are willing to pay for convenience, value, and a sense of community, and the “0 yuan purchase” model capitalizes on these desires.

The Takeaway: Human Nature is Your Most Valuable Asset

Forget the hype about the latest marketing tricks. The real secret to making money is understanding human nature. By tapping into our emotions, desires, and motivations, you can create products and services that people truly want and are willing to pay for. So, get to know your customers, understand their needs, and watch your business thrive!

In today’s ever-changing business information era, there are endless ways to make money, and various business opportunities are shining like stars.

Some people seize the opportunity and soar into the sky, with wealth rolling in; others can only look back and sigh, always lingering on the edge of wealth.

 Why such a big difference?

In fact, the answer lies in the two words we are most familiar with but often ignore—human nature.

Human nature is the intrinsic driver of human behavior , and it profoundly affects our relationship with money.

From the inner weighing of consumers when purchasing a product to the decisions of investors in the capital market, the shadow of human nature is everywhere.

In this business format, rather than selling a variety of goods/services, it is better to say that we are actually selling demand for “human nature.”

In an era of information explosion, the information gap between businesses and consumers is actually even greater, and the confusion is too strong.

The needs of human nature are the essential battle in business transactions. People who don’t understand human nature always focus on the product/service itself when doing business, and the results can be imagined.

Part I “The best thing to sell is not to sell.”

 “The best thing to sell is not to sell.” Why?

In the past, when I was a freshman, I participated in a competition where I stayed up late to buy mobile phones with my classmates. I bought 5 mobile phones at the same time every day, but I didn’t get any in the first round.

 But everyone’s enthusiasm has not diminished, and they still have to grab it.

 This is the “hunger marketing” that Xiaomi’s founder played very well back then.

In fact, at that time, I didn’t have any feelings for Xiaomi. It was just because of the influence of my roommate and my curiosity about why it was like this. So I got into the trap of my first “White Xiaomi 3”.

 When I grabbed it, I was really excited.

This kind of “hunger marketing” is actually a typical “not selling” is better than selling.

 Its underlying logic is human nature.

 What is human nature?

 In fact, each of us is born with a traitor. The less you can get, the more you want.

Sometimes the more good things are said to be, the more “bad” they are in an environment where there are many choices. The more you say bad things, the more people will start to wonder if you are hiding something. Let me buy it and try it!

Part II “Don’t sell, buy”

Whether we are working in the private domain or doing grassroots work, in fact, we are inseparable from the process of dealing with words, which is what we call “copywriting” .

With the gradual development of the new media era, the reader analysis of copywriting is the biggest difference from traditional media. This is not only the convenience and welfare brought by development, but also a new test for those who work in “traditional media”.

Because people in traditional media can just think about what they want to express. But when we write product copy now, if we only consider what we want to express , we will not be able to sell the product. No matter how gorgeous your rhetoric is and how brilliant your writing is, it will be “ineffective copy”.

 Why should we write about the buying points of a product instead of the selling points?

Because the new media era has increased the convenience of instant interaction between authors and readers, readers, users, and consumers have become accustomed to expressing their needs in order to obtain accurate “solutions.”

How can merchants still expect that they can pay because of your outstanding selling points?

For example, if you sell clothes, try your best to tell customers about the craftsmanship and fabrics we use, how unique they are, etc. If the customer only says “But it’s not suitable for me”, all your selling points will become useless expressions.

 What is “buy something”?

 It is the right solution for our problem.

For example, a customer may not buy a pen because of its sophisticated craftsmanship, but he may choose it because he “just wants to give it to his boyfriend as a birthday gift”; “Choose a high-priced brand that shows your temperament and status.” Choose it…

Therefore, the pen itself may have a writing function, and your selling points will probably focus on its beautiful appearance, unique craftsmanship, fine nib, etc., but customers don’t care.

Write the buying points, and what you “buy” is the different values ​​that each of them needs, such as gift value, brand value, etc.

 The buying point is not the selling point. The buying point is the demand, and the selling point is just the instructions.

Only by understanding the buying points of human nature can it be easier to create premium space for products. For example, our luxury goods sales are typically not selling products but selling them at a premium.

As for our other products, there are categories of buying points, such as holiday gifts, environmental needs, emotional needs, pain point improvement, scene descriptions, etc.

It does not directly highlight the selling points, but first expresses the sense of demand , describes the scenarios, pain points, etc., and can easily resonate with customers, and then outputs the description of the multi-selling point solution.

Therefore, the key is to understand human nature and truly understand customer needs . Then , compared to selling points, buying points will be better at closing deals.

Part III The human model of “0 yuan purchase”

 What is the value of the product itself?

For example, a water cup is used for drinking water. Drinking water is the value of the cup itself.

If you only sell the value of the product itself, then you have no value in making money.

When a product no longer has a good market advantage to stand out, human nature is the best breakthrough point.

 Why is it said that you can buy a mobile phone for 0 yuan?

For a normal mobile phone seller, if he sells a mobile phone for 3,000 yuan, is the transaction over? If we can use a mobile phone for 2-3 years if it doesn’t cost too much, then will this mobile phone merchant still make more money?

 It’s gone!

But if I give a mobile phone that costs several hundred yuan to the user for 0 yuan, I only need him to pay 1,000 yuan at a time and get 500 yuan in phone credit, whether he wants it or not.

Of course the customers want it. They have to use the phone bills anyway, so the mobile phone is free. What a good thing.

Merchants here have reached strategic cooperation with communication companies, and costs are controllable. By locking in phone fees , they can plan many activities to stimulate customers to spend again. Then you say, 100 people, 1,000 people, tens of thousands of people… If the customer is locked in, will this business make huge profits in the long term?

As long as there are no major problems with his subsequent planning, this “0 yuan + payment” business model will allow him to make a lot of money.

 So did he make money from selling the mobile phone?

 Actually there isn’t.

Therefore, not only did he not rely on product value to make money, he also cleverly allowed customers to take advantage of it and make money in the long run. This is the correct way to make money.

We should not sell the value of the product. In this era, homogeneous competition is already serious. We should sell the human need to make money.

 Make money in just two words: humanity.