I bought a stapler at Officeworks tonight.
I know, I know ……I lead a pretty exciting life!
I want to share with you why I purchased the stapler I did from the approximately 30 choices I had.
The Reasons I Purchased The Stapler I Did
Here’s the cardboard insert of the stapler I purchased and here are the reasons I purchased:
- The product promise
It’ll Do The Job
I purchased this stapler because:
- it says clearly on the label “Up to 25 80gsm sheets” – I assumed that means it’ll staple through 25 sheets of normal copy paper.
I cannot imagine I’ll staple anything thicker than that, so SOLD!
But wait there’s more….
- it came with staples.
5000 to be precise. I didn’t really care about how many, I just wanted the convenience of not having to go and search for staples to stick in this thing.
The Price Was A Bit Of A Factor – It Had To Be Expensive Enough
I looked at the price to ensure it was a bit more expensive than most of the other staplers – that’s an indication to me that the quality will be good (most of us think like that – price is a product quality signal) and it’ll last.
We’re all influenced by various factors in our buying decisions – as you can see, this simple product influenced me via education and convenience.
It’s all the work of the copywriter and designer – making me aware of features that’ll influence my choice AND getting that information in front of me in a readable manner.
The Risk Was Eliminated In My Mind
The risk was eliminated from the purchase for me because I was buying from Officeworks and, being a long term customer, have grown to trust them (so I know* that the stapler will be good value and if anything goes wrong with it, they’ll replace it or refund it).
* I don’t really know that – it’s just another assumption I’ve made during this purchase. We all make assumptions like this when we buy.
Anyway, better go, I’m off to try and staple 26 pieces of paper together. I’m living on the edge!