Written by Katelyn Madsen
When someone unknown approaches the front door of your home, what is your first response?
“Who are you and what do you want?”
These questions ultimately boil down to “What do you want from me?”
We are naturally self-protecting and self-focused. Though too much of either of those characteristics can be a negative, we need both traits for survival and to stay safe. Our brains are always running, curiously asking these questions whenever something new pops up in our view.
So how does this natural instinct of survival apply to marketing?
The Science
The number one goal for our brains is to keep us alive. This plays itself out in two ways: the need to survive & thrive, and the need to conserve calories.
Survive & Thrive:
You can only prioritize certain things at a time because your brain automatically filters out what it perceives is unimportant for survival. Therefore, if your product or service doesn’t directly help your customer survive & thrive, they won’t pay attention. That doesn’t mean that only life-vest salesmen can succeed, but you may need to change your approach to sales. Show your customers how your product or service contributes to solving their problem or enhancing their life by tapping into their survive & thrive felt needs:
- To feel like they belong/fit in
- To feel important
- To feel successful
- To feel supported
- To feel like they are making a difference
The vast majority of your customers have their basic survival needs met. To truly resonate with them, showcase how your product or service addresses their emotional wants and needs.
Examples:
Fit in = The desire to purchase the best brand of golf shoes or wear the right gear is influenced by a player’s desire to fit in on the course. Your product can help to spur on the feeling of belonging.
Important = The purchase of your golf cart seat cover can give the customer a feeling of importance when they are able to provide a comfortable seat for their friends.
Successful = The drive to purchase the highest-rated custom iron is fueled by the desire for success on the fairway.
Supported = Your expert service and knowledge helps your customer feel secure in purchasing or doing the right thing.
Making a Difference = The mission of your products can include donating a portion of your proceeds to a charitable cause. The sustainability of your products can help your customer feel like they are contributing to improving the environment. Both of these can help the customer feel like they are making a positive difference in the world.
Answer the question, “What’s in it for me?” by demonstrating what you have to offer and how it can benefit them.
Conserve Calories:
Did you know that your brain burns 20%-25% of the calories you burn in a day? Processing information takes a lot of work for our brains, so the simpler and more direct it is, the better.
Have you ever checked your phone for the time, got distracted, and then not remembered what the time was? That is because your brain didn’t find it necessary to remember that information because there were more pressing things to spend its calories on.
The higher the required understanding, the lower the rate of absorption.
Overwhelm your customer with complexity, and you will get lost in the shuffle.
Application
Since clarity trumps complexity, follow this rule of thumb with your messaging:
- Focus on one key message
- Use simple language
- Add visuals
- Add a call to action
Conclusion
Ultimately, marketing is about meeting a felt need. When you can demonstrate how your offering directly addresses a customer’s desire to survive, thrive, or simply conserve mental energy, you’ve taken a giant step towards building a successful brand. By aligning your product or service with these fundamental needs, you can cut through the noise and create a lasting connection with your audience. Not only will they thrive, but your business will too!
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