WE BUY ON EMOTION - A GIFT CREATES EMOTION 
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DO YOU WANT IT OR NEED IT?
One of the most basic concepts of economics is want vs. need.
A need is something you have to have, something you can't do without. An example is food. If you don't eat, you won't survive.
A want is something you would like to have. It is not absolutely necessary, but it would be a good thing to have such as music. You don't need music to survive. You do need to eat.
Emotion is the feeling, which can change a want into a need. Great marketers communicate to our emotions. The news talks to our negative emotions and vehicle sales talks to our positive emotions. Both types of marketing work and are used around the world through multi-media presentations.
Multi-media marketing is the use of customer service, packaging, business cards, flyers, internet, email, mail, promotional products, newspapers, magazines, books, radio, television, personal sales and the next communication device that we dream up. All of these mediums are used to create emotion in order to sell a product or service.
MARKETING TO WANTS
As consumers we justify our purchases, in our own minds, as being something we need.
As business owners, selling our products or services, we have been lulled into believing that customers are buying from us because they need what we have to offer. Instead we should direct our attention to meeting our customers wants.
People may buy a product category due to need. However, they purchase a specific brand or from a certain company based on wants. Needs define the total market and wants define the market segments. For example, people buy Coke because they want this flavor, others buy Pepsi for the same reason, others buy bottled water because they want to be healthy. Different wants for different products.
How do you establish why people want to purchase your product? With this answer you can now build a "Marketing Strategy".
HOW WANTS BECOME NEEDS
Wants become needs in two ways:
1. Through commercials or ads
2. Convincing yourself
Advertising Sells
One basic reason we have ads is to turn wants into needs. Ads introduce us to a new product by giving us information. We are told how great it is and how much we need it and we are told over and over again. Why?
After you hear an ad so many times, you start to believe, "Yes, I want that." So something starts out as a new product. Then ads create a desire for you to have that brand new item and it becomes a want.
Some products then make the next jump in our minds - - - to become a need or something we cannot do without. Ads make us believe we must have something which just a few days or a few weeks before we had not heard of.
This approach is establishing a "place in our conscious or unconscious" or "mind share" or "market share", which translates to the economics of business... money... making the world go round. Our lives all depend on the market economy. Business feeds our families and provides us with the standard of living we choose. Simply... this is a good thing and has been for thousands of years. Today we understand this concept and this understanding is encapsulated in a part of business called "Marketing".
LOVING
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I WANT TO BE SEEN... !
I WANT TO SEE MYSELF AS... !
I WANT TO FEEL... !
I WANT OTHERS TO FEEL... !
I WANT TO HEAR... !
I WANT OTHERS TO HEAR... !
I WANT POWER... !
I WANT FAME... !
I WANT LOVE... !
I WANT MONEY... !
I WANT......... !
THE LIST IS ENDLESS...
USE YOUR IMAGINATION
NOSTALGIA
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ELEGANT
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PHYSICAL
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TOUGH
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NO FEAR
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Copyright © 2004, B2B ECS GLOBAL, All Rights Reserved.
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