For example, approaching the sale of a car from the desire to gain recognition or status is not the same as approaching the need to have a means of transportation to be able to perform a job.
As you can imagine, actions, conversations and sales pitches are not going to canada phone number data be the same. Therefore, knowing what the basis of the system is and, therefore, the difference between desire and need, is a key point.
Typically, when it comes to B2B businesses, strategies are focused on needs that justify a company's profitability. And when it comes to B2C businesses, everything revolves around consumer desires.
We tell you everything in detail at Mailrelay .
1 The importance of differentiating between need and desire
1.1 Tone of voice
1.2 Sales arguments
1.3 Psychological biases
1.4 Email marketing setup
2 Know the difference between need and desire
2.1 What is a need?
2.2 What is a wish?
2.3 What is the difference between want and need?
2.3.1 Importance
2.3.2 Questionability
2.3.3 Limitation
3 Conclusion on the difference between need and desire
The importance of differentiating between need and desire
Designing and implementing a marketing strategy is a difficult task. It requires a significant investment of time and effort. If the approach is not right, the consequences could be:
● Loss of opportunities. If the strategy is not perfectly aligned, it is possible that numerous business opportunities are lost every day. Bear in mind that the approach determines the communication and the actions taken, and if these are not correct, it will be difficult to reach the right audience.
● Higher CAC. From the above, we can highlight that the CAC will be higher. That is, it will cost us more to capture a lead than if the strategy had been developed under a correct focus on need or desire.
● Poorly qualified leads. In addition, the leads obtained in this way will not be well qualified. As we said, if the communication and actions are not correct, they will attract the wrong audience. In other words, we will have leads that are not qualified for the final conversion.
● Lower conversion rates . Another consequence of not knowing the difference between desire and need is that conversion rates will be very low.
● Lower ROI . Finally, and as you can imagine, the return on investment, whether in email marketing or any other type of strategy, will be very low. Something that directly affects the business.
For all these reasons, it is important to have a clear understanding of the basis on which one will work. Furthermore, this approach influences aspects such as:
Tone of voice
Talking about a need and a desire often requires a different tone of voice. For example, talking to an individual about the possibility of achieving a higher status by purchasing a vehicle is not the same as talking to a businessman who wants a fleet of vans to increase profitability in his operations.
Sales arguments
Logically, in the example we have seen, the purchasing motivation of each client is not the same. Therefore, the same sales arguments cannot be used.
Knowing the difference between need and desire; in the first case (desire of an individual) it can be social positioning; and in the second case (need of a businessman) a selling point can be fuel savings.
Psychological biases
This aspect is more associated with desire-based selling, since psychological biases in selling are mental triggers that cause a person to make a decision.
For example, scarcity. When scarcity is introduced into an email marketing strategy, we are encouraging the reader to take action. The thought that they may miss out on a juicy opportunity makes them make a quick decision.
There are many such biases. Others include reciprocity, authority, social proof, anchor price, sunk cost, or halo effect.
