When you stop to think about it, isn't all marketing need-based marketing, especially if you include desires under the umbrella of needs? After all, desires are psychological needs, whether what a person desires is ultimately good for him or her or not. So what do people need?
- More time
- More money
- More respect
- More self-respect
- More attention
- More social status
- More intellectual stimulation
- More laughs
- More affection
- More intimacy
- More comfort
- More passion
- More pleasant surprises
- More pampering
- More sex
- More beauty
- More safety
- Less anxiety
- Less fear
- Less chaos
- Less uncertainty
- Sometimes less drama
- Sometimes more drama
- Sometimes more excitement
- Sometimes less excitement
- More cravings
- Fewer cravings
- More peace of mind
- Better health
- Better fitness
- Better body image
- Richer sensory experience
And the list could go on and on. Here are some other blog posts that I have written regarding marketing and human needs:
When you are designing products and product features, when you are positioning a brand, when you are communicating a brand's unique value proposition and when you are crafting marketing messaging you must keep in mind what needs and desires your products and brands are primarily addressing. If you do not understand this and can not communicate this, you are less than a fully competent marketer.
For further reading on this topic, purchase Brand Aid here.
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