A middle-aged man buys a gym membership, not because his doctor has recommended it or health tests have shown that he can reduce the risk of heart disease and other illnesses, but because he sees it as a new lease on life, a turning back of the clock to a younger self.
A young mother buys organic products that are essentially the same as the regular products on the shelves because for her, purchasing these goods is a decision for the environment, her children, and the future.
A teenager buys a pair of tennis shoes without doing any due diligence on the brand but simply because her favorite tennis player wears them and she imagines that she will play better with them.
A small business entrepreneur invests a great deal of money in a new content management system, partly because of the merits of the system, but mainly because she believes it will free up time and grow her business.
We buy because we want more time, better health, more self-confidence, improved appearance, more leisure or comfort, or what we perceive as a better life.
We also buy to avoid taking risks, losing money, leaving ourselves vulnerable to threats, potential suffering, embarrassment or worry.
We think our purchases will keep us up-to-date, make us likable or influential, or help us better express ourselves.
If you're selling beauty products, you might choose to focus on how they give you confidence rather than their actual ingredients.
A seller of gadgets might highlight how its products connect people and put them in touch with the future, rather than the actual features and improvements. You're not underestimating your customers or 'dumbing-down' your marketing.
You're simply meeting your customers halfway between the actual features and qualities of your products, and their psychological and emotional needs. You're directly speaking to their needs or struggles.
When you understand where your products or services fit within your customer's psychological and emotional needs, you can tailor your marketing approach and tactics.
If you know at what point of Maslow's pyramid they're struggling, you can identify how your product helps them overcome their struggle or achieve what they want. Discover more by clicking here.
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