Marketing To The 6 Basic Human Needs
As marketers, whether you call yourself one or not, what do we all
want regardless of industry, gross revenues, or where we are in our
respective business cycles?
The Golden Egg, of course. A magic pill, a one-size-fits-all solution to
that thing called “marketing.”
Bad news. You’re not gonna get that here. What you will get, however, is
a unique way of looking at, interpreting, and appealing to your prospects.
Let’s get started.
As you well know, there’s no shortage of different philosophies on how
to market including these popular schools of thought:
- “Sell them what they want, not what they need.”
- “Find their pain.”
- “Frequent, consistent advertising is king.”
- “Interrupt the conversation already going on inside their heads.”
- “Farm the clients you already have instead of hunting for new ones.”
What do these techniques all have in common? They all work---some of the time. How is the technique I’m about to share different? IT WORKS ALL THE TIME. Read closely now. That doesn’t mean this is a universal widget, but it does work universally. (Remember that. It’s an important distinction.)
So what’s my point? Simply that there are 6 basic human needs and when you learn to appeal to them, you unlock the secret to effective marketing.
Now, I’m not talking food, shelter and water. Those are needs, but they are too specific and don’t really account for total health and happiness.
For that reason, I’m going to use a broader but supremely accurate list I borrowed from Anthony Robbins. What are they?
- Sameness
- Uniqueness
- Security
- Insecurity
- Growth
- Contribution
Now a few of these might sound contradictory or even ambiguous so let me explain in 100 words or less…
“Sameness” means a sense of belonging. We all want to be a part of something, to be included.
We also want “Uniqueness,” to be individuals with something special that no one else has.
Then there’s “Security,” a sense of safety and predictability also known as control. On the flipside, we don’t want things to be too predictable or boring so we also need “Insecurity,” a certain amount of change and surprise.
The last two are obvious. We have a need to continue “Growing” and developing as well as a core instinct to “Contribute.” Case in point…ever wonder why you feel better when you help someone else than when they help you?
What does all this have to do with marketing?
Everything. Think about it. When Marlboro used the Marlboro Man to advertise cigarettes, what were they doing? Appealing to your need for “Sameness,” your need to belong, to be cool.
When Chevy advertises the ruggedness of their trucks, the ability to go off-roading, and to access unreachable destinations what are they appealing to? Your sense of adventure, or in this case, your need for “Insecurity” also known as change.
When charitable organizations run television ads of malnourished children with flies buzzing around their heads, barefoot, dirty and uneducated, what are they appealing to? Your need to “Contribute,” to help your fellow man, woman or child.
So here’s the question. How are you targeting your prospects’ 6 basic human needs?
Committed to your marketing success,
Lina Penalosa
June 1 , 2006
 |
||
