If you’re in business for yourself, advertising is an important part of your job. As such, you need to be able to come up with great advertising ideas. But how do you do this?
One of the basic marketing concepts that will lead to great advertising is understanding the difference between needs and wants. In today’s rapid-buying economy, it’s easy to confuse the two. How many times have you heard statements such as:
“I just have to have that new phone!”
“We need a bigger closet.”
“I need a new car. Mine is already six years old!”
Are those things we absolutely can’t live without? Probably not. In reality, our actual needs are few and simple: air, food, water, clothing, shelter, and transportation. Almost everything else we buy is based on what we want.
Even when it comes to our true needs, our buying decisions are usually based on wants. We need food, but we want a certain type of meat or to eat at a specific restaurant. We need clothing, but we want a specific brand of pants or shoes. We need shelter, but we want a house with a nice backyard in a safe neighborhood.
So What Does This Mean?
If you understand that you’re in the want business, you’ll become a better marketer. Specifically, you’ll know that you need to create want in the hearts of your customers.
Creating advertising campaigns using logic and reason is not enough for most products. In addition to this, you must stimulate emotions in your customers that will help you sell your product.
To create these emotions, you need to get them thinking about how your product will make their lives better. The way to do this is to create advertisements that show the benefits of using your product.
Photo by KarenLizzie
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