We all have personal stories and myths that we use to explain our lives. Humans are grounded in our collective story of survival that goes as deep as our genes. Great marketing often starts with identifying and addressing underlying survival fears. This basis creates “propulsion” towards the solution you provide – which is centered around a specific positive outcome for your customer.
Many of our basic instincts and fears are socially based – since we have banded together throughout time for mutual strength and advantage. Much of our focus revolves around seeking status and acceptance.
Other deep motivations involve mortality (fear of death) and what lies beyond our limited existence. We are motivated to have health and security. We also want to leave something of our selves that will live on to give meaning to our existence.
A few examples of key motivations (and fears) include:
- Social Inclusion: That is getting into or belonging to the right social set. (Rejection, aloneness, loss of respect, status, or relevancy.)
- Meaningful Bonds of Family, Partners, Friends, Children, Parents. (Loss of defining personal bonds.)
- Personal Security and Health. (Danger, Material Setbacks, Poor Health.)
- Our Higher Purpose for being Here. (Missing the boat, stagnancy, running out of time, ending up with a meaningless life.)
What are People REALLY Buying?
Let’s say you are selling a perfume. You are not really selling just a great fragrance – yes they have to feel physically connected with that scent. However you are really selling so much more. You are selling sexiness, desirability, social status, refinement, femininity, or masculinity.
Let’s say you are selling ice cream. You are not just selling a cool, sweet treat. You may be selling an escape from the real world – back to the fond memories of love, warmth, innocence, and happiness. Werther’s Originals candy commercials tap into this type of energy.
Let’s say you are selling home improvements. You may have great construction standards – which taps into the human need for security and reliability. You may also have excellent pricing – which enhances the customer’s financial wellbeing. However many people are secretly suspicious of low priced merchandize. They may also be looking for greater comfort in their home. But in the back of their mind – they really want something they can be proud of… In front of their family, their neighbors, and their social peers.
To some markets this means solidness and workmanship. To other social tiers this means style and refinement.
The images, colors, symbols, and type-faces you use must visually evoke the values that apply to your target customer group.