Needs & Desires

Creating Desire

As a business owner, how well do you know the benefits of your own products or services?
 |  Ronnie Harris  |  Marketing

The answer to this question I’m guessing is extremely well. But how well do your potential customers or clients know the benefits of your products or services? If used well, your marketing message will clearly communicate the benefits to the purchaser, which could mean the difference between a new client buying from you or buying from one of your competitors.

There are a few things you should consider so that you are front of mind when your potential client is looking to buy. Whether you have a physical product or whether you offer a service, there are some things that have to happen before your potential customer or client is ready to buy from you.

1. Clearly show your customer or client the problem that your product or service solves for them.
You have to communicate how your product or service solves a problem for your customers. That might seem obvious, but you would be surprised how many business owners fail to address this, focussing on their own need to sell rather than their clients’ need to buy.

Your potential client is already in the market for your product or service, so if your marketing message is unclear as to whether you are able to solve their problem, they will quickly loose interest and go to one of your competitors.

2. Your product or service has to deliver a transformation which you must communicate to your client.
Depending on your offering, the transformation that will benefit your clients could be straightforward, for instance, storage boxes will help transform your messy space to a tidy and organised area.
Or it could be a little more subtle. The transformational effect of working with a life coach, for example could take individuals from a place of self-doubt and low self-esteem to helping them develop confidence and greater self-belief.

Your marketing message must clearly show how your offering will be transformational for your client.

Communicating the transformational qualities of your offering may be relatively quick and easy or may take a little longer. It is not unusual for your potential new client to have encountered your offering via advertising, social media, or email marketing at least seven to 10 times before they show an interest.

Even then, they are not guaranteed to buy from you. Your marketing message needs to tap into something more.

3. You have to create desire.
Not only do you solve a problem, not only will they experience a transformation, they will know that by using your service or buying your product, they are guaranteed the best solution to meet their needs. Who wouldn’t say Yes to that?

By creating desire and tapping into their emotions, you connect with the values of the individual. Their values may be aspirational, strongly linked to a desired lifestyle. Equally, a no-fuss, speedy solution may appeal to the individual’s values.

Why do people buy from an artisan shop over a high street chain store? Because the whole experience is one of pleasure and joy. Or why pay thousands of pounds for a service when you can buy a similar service much cheaper? Because the company/person you are buying from understands your individual problem and your experience will be bespoke.

Remember, you are asking people to spend their money, which is guaranteed to elicit emotion. Linking that emotion to a good experience is what you should be aiming for.

In all of your marketing messaging, always ask yourself, is this what my clients want, need and desire?

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