In marketing you need to focus on the benefits that your products or services provide. However, a recent conversation with a client about Maslow and marketing got me thinking about these benefits in a whole new light.
After changing the main slogan on their website, this organization started getting noticeably better results. The big difference, they realized, was that one slogan focused on the benefits they offer that meet prospective clients’ social/belonging needs, whereas the other focused on meeting their needs for safety. How can Maslow’s theories help your organization?
|INVITING MASLOW TO YOUR STRATEGY SESSION
If you think about it, Maslow’s Hierarchy of Needs can be a great tool for strategizing messaging for your business.
To sell your company’s products you must convince prospects that this purchase will meet their needs. But chances are your products can satisfy a wide variety of needs. To help you determine which to focus on, you can brainstorm different messages based on the different levels of needs, and then test them to determine which ones resonate strongest with your prospects. Once you have a “winner,” use messages based on that level of the hierarchy going forward.
Here are some examples to illustrate what this brainstorming might look like…
Pest Extermination Services for Homeowners
What level of needs are you currently appealing to? What other messages should you test?
CUSTOMER SPOTLIGHT: STEELCASE CAPITAL - SEVONA APARTMENTS
Sevona offers luxury apartment home communities in various desirable areas of Texas. As I wrote on the home page of the website for Sevona Avion, it’s “luxury living for those who expect more.” From the standpoint of Maslow’s theories, this messaging simultaneously appeals to prospects who are at three different levels in the needs hierarchy. Because it suggests that by living here you’ll be surrounded by like-minded people it appeals to social/belonging needs. By focusing on the “luxury” aspect it appeals to esteem needs, as it is an achievement to be able to live at this level. And by implying that living here will make your life richer and fuller (the “more” aspect of the message) it also appeals to self-actualization needs.