Jeane
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I had a friend who once said that people buy products because they satisfy “a need”. If you define a need as a solution then I suppose that statement is true. However, I don't define a need as a solution. I think most of the time it's a “want” instead of a “need”. I say people just like to buy “stuff” for no particular earth-shattering reason. :D
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GeorgeDr
For example :
You want to sell beauty products which for instance the customer didn't really care until now. If you market your product by first creating that need (e.g. to be prettier) and then present it as a solution to the problem (why am i not pretty like this model ?) you have transformed the emotion associated with just satisfaction (benefit) to the emotion of "I need this" (solution to the problem).
Another instance I would think of would be to target the group for which the product you've made does not act simply as a benefit like all other customers, but a solution to their problem.
example 2 :
You want to sell your product : a faster coffee machine. For most people it's a benefit to have their coffee 2 minutes earlier. But for certain cafeterias it is a mandatory need to serve their coffees faster otherwise they will lose their customers !
Now to return to your example , think books that sold really well. They contain cliffhangers , plot twists and mystery. When someone is engaged by the story to an emotional level , they absolutely need to find out about their favorite characters , what happens next , do they stay together ? etc. So you should advertise the book (or any product) in a way that a reader would not only want but need uncover the whole story. You are not selling the product, but the emotions. It's true that products that are [b]presented[/b] as solutions to a problem sell better. Notice the "presented" word. A product can sometimes be marketed as a solution to a need that wasn't there to begin with , or the costumer didn't realize it was there. [i]For example :[/i] You want to sell beauty products which for instance the customer didn't really care until now. If you market your product by first creating that need (e.g. to be prettier) and [b]then [/b]present it as a solution to the problem (why am i not pretty like this model ?) you have transformed the emotion associated with just satisfaction (benefit) to the emotion of "I need this" (solution to the problem). Another instance I would think of would be to target the group for which the product you've made does not act simply as a benefit like all other customers, but a solution to their problem. [i]example 2 :[/i] You want to sell your product : a faster coffee machine. For most people it's a benefit to have their coffee 2 minutes earlier. [b]But [/b]for certain cafeterias it is a [b]mandatory [/b]need to serve their coffees faster otherwise they will lose their customers ! Now to return to your example , think books that sold really well. They contain cliffhangers , plot twists and mystery. When someone is engaged by the story to an emotional level , they absolutely [b]need [/b]to find out about their favorite characters , what happens next , do they stay together ? etc. So you should advertise the book (or any product) in a way that a reader would not only want but [b]need[/b] uncover the whole story. You are not selling the product, but the emotions.
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