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Marketing has never been identified as something that is crucial to the well-being of humanity, and your product probably isn't either. But your product should be positioned so that is relates to something essential, like safety or shelter. Identifying this position make it simpler to reach your target audience.
The most basic of human requirements are psychological; the fundamentals crucial to human existence. These include nourishment, water, shelter and air to breathe, and other necessary activities, like sleep.
If your offering is necessary to humanity, then you have to find a way to get people to purchase your item and not that of someone else. What would make people more inclined to purchase a food item from you instead of someone else? Your item must be differentiated, by being better tasting, a better value, in a better atmosphere... something. Your offering must be something special in order for a person to pick your item.
The next stage of human need deals with safety and security. Turn the TV on for five minutes, and see how many ads about insurance, retirement plans, or home alarm systems play during the commercial break. How would the use of your product enhance feelings of safety and stability in your customers' lives? Stress these factors as your main selling points and get at the root emotions of your prospects.
The third tier of Maslow's hierarchy is that of love and belonging. We have all felt the desire to be closer to our families, to have more friends, or to find a significant other. Appealing to these desires is useful if you run a personals web page or a own a club. Tell your prospects about the great interactions they will have if they try your service, and use testimonials from customers past. Hearing about great results from former clients is a great way to get new buyers.
Maslow's next area of human need deals with esteem. One area of esteem needs calls for recognition from others, status, attention, and recognition. The other area hits a little closer to the self, involving self-respect, confidence, competence, independence and achievement.
This makes me remember an old shampoo advertisement that once aired on TV. A gorgeous actress with beautiful, silky hair glides through an office building, drawing everyone's attention. She finally goes into the board room, where a meeting is taking place, and remarks that she isn't in fact a resident employee - all the fuss is caused by her beautiful hair.
The last tier of Maslow's hierarchy is self-actualization. Have you ever heard the U. S. Army slogan "Be all that you can be"? This is an appeal to the self-actualization needs of human beings. Approaching people at this level of the hierarchy involves inviting them to live up to their full potential as a hard working, motivated member of society.
Appealing to the needs of your customers can be a great way to grab the attention of your customers, as long as you remember to be responsible about it. Be aware of the psychological motivators being used on you and determine the right ones to use to convince prospects to try your product or service.
Daiv Russell is a marketing and management consultant with Envision Web Promotion. Read more Articles about Management, learn about Abraham Harold Maslow and Maslow's theory.
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