Your Customers Have a Secret. Part 1

Here’s the hard truth: No one wants to buy your product or service. What your customers do want is an answer to one of their basic psychological motivations— needs, wants, desires and fears.

CASE STUDY
Imagine you are a manufacturer of cologne, and 90% of customers say that they purchased your product because it smells good. That is logical. You pour marketing dollars into promoting how you have the best-smelling scent on the planet, but you have pallets of unsold bottles in your warehouse. Why? Because we often make purchases for emotional reasons, such as acceptance and association, then justify them with a rational explanation. The challenge for marketers is to unearth those secret reasons for making a purchase.

In the cologne example, the hidden impetus is that your product makes the wearer feel more attractive. Change your marketing pitch from how good the cologne smells to how your product will fulfill the purchaser’s desire to be alluring. By matching what you have to offer with the true motivation of your customer, you create a win-win marketing strategy.

**Needs ** are things you think you must have, such as medicine when you’re sick. This is the premise of traditional marketing; find a need and fill it.

Wants are things you can survive without but would like to have anyway—like candy or a new shirt.

Desires are things you dream about; things you don’t necessarily expect to get but serve as very powerful motivators—wealth, fame, romance, adventure.

Fears are things you don’t want to happen, such as the fear someone else will try a new product first or that you’ll make a bad choice. Buyers balance needs, wants and desires against fears in the final purchasing decision.

Check back Thursday for Part 2

© Great Reach Communications 2010