Lessons From This Video
- People don’t buy things because of benefits or features, they buy things because they fulfill their desires (which are often emotional in nature).
- Desire cannot be created, it can only be channeled (like how we “channel” water from a river to create electricity.
- There are the basic human desire such as the desire for saftey food, children, and so on. Technically everything we do is tied to these things, but this is not the type of desire I am referring to.
- The type of desire we use in marketing is “mass desire”. This is best summed up as: “the public spread of a private want.” An ad’s ability to sell begins and ends with identifying a “private want” and then channeling that want into “public” words. Only when an audience and an ad share the same emotion does that ad stand any chance of being successful.
- Some desires are temporary. For example, all pregnant moms fear for their unborn child’s health. During the homebuying process, all buyers who are using financing have a fear that they will be denied for a mortgage. On a first date, everyone desires that it go well. When you eat, you desire not to get food poisoning.
- As you can see, it is very difficult to market to someone who doesn’t want to get food poisoning. Hence why there is no market for that desire. But there certainly is an entire profession that was created just for homebuyers. And for pregnant moms they have their own specialized doctors, their own vitamin brands, and much more.
- Below I will review instances where companies have successfully created markets by fulfulling desires.
- It’s never hard for emergency rooms at hospitals to get clients Why? Nobody wants to experience pro-longed physical pain. It is such a basic desire. We all hate pain, not just physical but of any kind. So not only is there a huge market for reliving physical pain, there’s also a huge market to prevent it from ever occurring in the first place (safe cars, baby-proofed homes, etc).
- Life insurance companies channel our desire to feel safe by making us think we need to protect our loved ones by getting life insurance for ourselves. (The policy covers you, yet it benefits your loved ones more than yourself.)
- Real estate agents (for buyers) channel our desire to have shelter by making it easier for people to buy homes. (For some people, to feel safe they must have a home. For other people, they feel they must have a gun, so on and so on.)
- Social media companies channel our desire to not be bored by giving us endless amounts of content to consume our attention spans.
- As you can see, the amount of desires is limitless, there are thousands. Yet your company can only channel so many desires at any given time in your marketing. Choosing the right 1 is key.
- The narrower you get with your desires, the better. Don’t tell someone you can make them look better, tell them you can make them look better so they can attract a wife and eventually have the family they’ve been dreaming of. Don’t tell them you have some food to satisfy their hunger, tell them you’ve got some food for them that will make them full while lowering their weight and increasing their lifespan by 10 years so they have that much more life to enjoy.