Feature Article:

Are You Getting The Most Out of Your Ezine?
There are two reasons to publish an ezine. 1.) Give people information about your site, your product, or your industry. 2.) Keep your website information in front of people for as long as you can without having to spend more money to do...
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To Be Successful Sell to Wants not Needs

Additional Reading

My mother used to tell me, tongue in cheek, that I never wanted anything in my life everything I asked for was something I needed!! Think about it. We say, I need a new car. I need to go on vacation. I need someone to clean my house. When was the last time you heard someone say, I want a new pair of shoes. I bet even Amelda Marcos said, I need a new pair of shoes.

As consumers we justify our purchases, at least in our own minds, as being something we need. As business owners, selling our products or services, we have been lulled into believing that customers are buying from us because they need what we have to offer. We are trying to meet the needs of our customers instead of focusing on meeting their wants.

If customers made purchase decisions based on need we would all be driving Model Ts and Henry Ford would have been right, The customer can have any color he wants so long as its black.

People may buy a product category due to need. However, they purchase a specific brand or from a certain company based on wants. In other words, needs define the total market and wants define the market segments. For example, people buy a watch because they need to know what time it is. One person buys a Rolex because they want the status and prestige associated with owning a Rolex while someone else buys a Timex because they want dependability inexpensively.

It is often much easier to see the role wants play in purchase decisions when were talking about consumer products. However, the concept is equally at play even in the business to business environment. Decision makers in the business world are the same people that are buying based on wants in the consumer world. And no matter how logical the surface justification for need is, the factor(s) that tip the purchase scale are going to be wants.

Several years ago I needed to select an ad agency to develop brochures and ads for the company I worked for. There were thousands of agencies across the country and hundreds within the market where I was that could have met that need. I wanted someone local who was big enough to handle the projects but was small enough that I would be a major client for them. It was those wants that drove my selection decision. Someone else in my position may have wanted to work with the biggest and most prestigious agency that would have taken their business. That person would have selected a totally different agency to meet the same basic need.

To successfully market your product or service, identify a segment of the population that has the need for your product but whose wants are not being met or are not being met well. Ask yourself these questions:

  • What wants are my competitors filling?

  • How can I meet a different set of wants?

  • Does (or could) my product or service meet wants in the areas of speed, affordability, ease of access or use, level of service, prestige, or dependability better than my competitors?

Then design your marketing message to address these wants.

© 2003 Strategies-by-DESIGN. May be reprinted with credits and contact information.

Julie Chance is president of Strategies-by-DESIGN, a Dallas based firm that helps businesses from professional service firms to specialty retailers Map A Path to Success by developing marketing strategies that attract leads and turn those leads into loyal customers. For more information or to sign up for their free marketing tips newsletter go to www.strategies-by-design.com or call 972-701-9311.



More Reading:

Chicken Little and the Disintermediation Myth

Advertising 101

The Increasing Power Of Publicity and how it can benefit your business

Getting Looked Over Without Getting Overlooked Writing for Scanners and Skimmers

Catch More Clients Using Strategic Networking

Writing an MLM Business Plan

Making a Hit with Your Marketing Campaign

Triple Your Profits Easily With The Right USP

How to Run a Successful News Release Program

The Big Pay Off Brand Value

Chicken Little and the Disintermediation Myth
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Getting Looked Over, Without Getting Overlooked: Writing for Scanners and Skimmers
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Is networking helping you bring in the new clients you want? If you are like most independent professionals and small business owners, you put hard work into getting your name out there and distribute your business card wherever you go. You may...
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