Newsflash! Most people care about themselves. They don’t care about you or your business. But they do care what your products or services will DO for them.
Will your products and services make them happier, save them money, make them money or save them time? It’s vital to know and understand what motivates your potential customers to buy from you.
Most people buy on emotion then justify it logically. Why? Because we are all genetically programmed with desires or needs that must be fulfilled. Researchers call them our “Primary Desires.”
- Survival, enjoyment and extension of life
- Enjoyment of food
- Freedom from fear, pain and danger
- Sexual companionship
- Comfortable living conditions
- Opportunity to be a winner
- Care and protection of the ones we love
- Social approval
Can you resist your desire to eat for very long? Can you quash your will to survive? Is it easy to repress your desire for comfort and sexual companionship? Do you ever stop caring and wanting to protect your kids? We all want these things and often go to extraordinary lengths to get them.
Sure, there are more things that you want and researches have come up with a list of nine that they call “Secondary Human Wants or learned needs:
- To be informed
- Clean body and surroundings
- Dependability or quality
- Expression of beauty and style
- Wealth or profit
Smart marketing and sales should appeal to the eight natural biological needs and the nine learned wants.
As previously mentioned, people mostly buy on emotion. So it’s important that you include a combination of the natural biological needs and the learned wants in all your marketing. Contact me if you want to learn more about this subject.