Marketing Message

When crafting your marketing message, presentation, or U.S.P., keep in mind that you must address at least one of the vital human needs for your efforts to be successful. The more of these human needs you can incorporate into your marketing message, the more powerful and effective it will be in capturing your audience's attention. Remember, we shop based on needs but we buy based on wants.

So, we may go out looking for a new suit because we need one, we will buy the one that we feel makes us look good - even if it is more expensive.

Some of these human needs are:

Make money
Save money
Protect your family
Be secure
Gain pleasure
Avoid pain
Save time or effort
Self-improvement
A sense of belonging
Impress others
If your sales message satisfies more than two of these human needs, the effect on your prospects becomes increasingly hypnotic. Product or service offerings created without taking into account these factors will fall on deaf ears. Have a look at your own unique selling proposition or latest marketing campaign and see how many human needs it addresses. For example, just think of an offering that promised to save you money, deliver pleasure and impress others!

Once you have designed your offerings to meet these needs ensure your marketing message is featured on your website, brochures, invoices and flyers, in fact all your marketing materials. Matching up your prospects deep emotional drivers with your marketing message creates a powerfully compelling argument for why they should choose you over the competition.