Being unique makes us who we are and we are all very different. But we all have needs. These needs can determine the types of products we buy and our motivations behind them.
Written words convey messages to your target audiences, so that each reader feels that the words are unique to them. Demonstrate how good your product is and that you would buy it; and that they should need to buy it too!
Let’s look at what motivates people to buy. Creating attention of your product through ads, press releases, direct mail and other forms of media is a starting point. Well written copy generates interest in your product. Arouse their curiosity. Sharing feelings and drawing on emotional and personal experiences provide a clear testament of the worth of your product. This in turn will create a desire. A strong call to action, will lead to a sale.
Needs are slightly different from motivations. Firstly, your ‘physiological’ needs. These often encompass health and well-being. People are motivated by useful products promising to ‘improve their health’. Peoples’ self-interest in these benefits is strong.
‘Security’ is a need and also a powerful motivator – for example financial, personal, home and social. Knowing that your money, home and possessions are safe will mean that people will buy products, giving them security of mind.
People like to feel that they ‘belong’ and will often buy products to make them look and feel better. Incentives to join groups, clubs and social events will meet the needs of those wishing to belong.
Craving ‘recognition’ of others is a need! For many people, their primary interest is themselves. Products and services attuned to this can be a winner, sold in the right way.
When you are looking to sell your products, use these needs in your campaigns. See the world from the perspective of others. Promise benefits that will meet their needs. Expressing empathy in a way that reaches into their hearts can have even the most hesitant buyer trying out your product. Use this information and let the dopamine flow. How have you addressed needs and motivations of your customers?