I do. I need an onion.
I want to make the wonderful organic sausages I have in the fridge, along with the organic yellow and orange pepper… but, I don’t have an onion.
Time for some radical honesty. Sometimes, I am incredibly lazy.
I live in New York City. There are stores ALL around me. Quite literally, one elevator ride, a walk across the street and into the 24 hour grocery store would get me an onion.
It wouldn’t be organic, and I want organic. To get that, I have to walk 1.5 blocks between avenues (those are a lot longer than blocks between streets), and deal with the crowds that THRONG the store. It’s unbelievable how busy that store is…
And, I don’t want to go out. I’ve been working all day, and I have ZERO desire to go out. It doesn’t matter that it would only take 10 minutes. I like the quiet of my apartment right now, and I don’t want to go out into that busy, buzzing world.
So, my sausages will get cooked with just peppers.
Now, you’re probably asking, “Why the heck are you telling me this, Payson?”
Darn good question, and I’ll tell you.
It’s because, in marketing, we need to focus on what people WANT, not what they NEED.
Yes, I do ‘want’ the onion, but not enough to get my butt up and go out and get it.
If I was eating ice cream or chocolate right now (I’m not), and I didn’t have that in the house, you can bet your bottom dollar that I’d go out for that.
So, when you are thinking about your product or service, you want to make sure that you are talking about it in a way that connects it to a driving, over-whelming, all-consuming WANT your person has.
It’s not enough to tie it to what someone needs – we’ll go without something we need for a long time, all the while spending time, money and resources to get what we want.
What do your peeps want so much that they’ll do pretty much anything to get their hands on it? How does what you have give supply that intense desire?