The past few months I’ve been doing a lot of self-education on marketing. I’ve learned from reading books, journal publications, Reddit posts, and even taking Lynda courses. Throughout this learning journey I realized how many layers there are to marketing, and it’s been overwhelming to try to grasp all the different platforms and concepts. It wasn’t until this week when reading an advertising book “Ca$hvertising” that I discovered that these marketing tools and tricks are important, but we might be overthinking things. Let me explain…
Human beings are biologically programmed with eight desires (a type of tension you feel when a need isn’t met):
Survival, enjoyment of life, life extension
- Enjoyment of food and beverages
- Freedom from fear, pain, and danger
- Sexual companionship
- Comfortable living conditions
- To be superior, winning, keeping up with the Joneses
- Care and protection of loved ones
- Social approval
Think about it, every single customer you want to gain has eight things in common. Sarah the 21 year old college student has the same eight desires as Lisa the 84 year old woman in a nursing home. We spend a lot of time trying to nail down our target demographic, technologies to reach that demographic, and KPI’s to measure our success. While all important, if you aren’t appealing to one of those eight desires, you might be putting your eggs in the wrong basket. Having the most creative advertisement is nice to brag about, but is it satisfying your customers needs?
No matter if you are marketing for a local company or a large scale business, you can get more success out of your marketing campaigns if you don’t overthink it, satisfy a need.