The first paragraph of this article provides a succinct summary of its content. If you're involved in sales or online marketing, you're likely aware of the fundamental principle that your product or service must cater to a basic human need to be successful. This article delves into the concept of 'needs' and how understanding and addressing them can significantly enhance your sales and marketing strategies.
The most apparent human needs are for shelter, food, and warmth. However, there's another type of 'warmth' that many people crave. This warmth can be the feeling of being needed, the comfort of having their problems solved, or the sense of belonging. These are all needs that we can cater to in our sales campaigns, advertising materials, and on our websites.
The crux of the matter is that potential customers are primarily interested in what your product or service can do for them - what NEED your offering will fulfill. You can attempt to convince them that your product is superior to others in terms of aesthetics or speed, but only if these attributes can be demonstrated to benefit them.
It's crucial to distinguish between 'features' and 'benefits'. A more reliable spring-loaded mechanism might be a 'feature' of a better mousetrap, but it becomes a better mousetrap because it has the 'benefit' of being able to eliminate more mice. Do you see the difference?
The phrase 'keeping up with the Joneses' is a testament to the power of our need to belong, to fit in, and to be a part of something rather than apart from it. Ad agencies have long exploited this human drive to sell various products or services. You can leverage this drive to sell your offering as well.
The key is to emphasize the benefits right from the start. On your website's front page or in your ad copy, ensure you tell the reader 'what's in it for them' if they purchase your product or service. Which basic human need will it meet? Determining this will make your entire marketing campaign much more manageable.
If you can identify the 'problem' your product or service solves, you're on the path to success. Will your product make your customers more attractive, allow them more leisure time, or help them earn more money? Will it provide them with one of the many types of 'warmth' we all desire? Make sure you communicate this clearly and loudly, and prospective customers will undoubtedly hear you.
