THAT ONE KNOWLEDGE EVERY MARKETER NEEDS TO KNOW (STRICTLY FOR SALESPERSONS AND MARKETERS)

No marketing succeeds if it can’t find an audience that already wants to believe the advert that is being sold.

Who we are affects what we see. And what we want determines what we pursue.

You know that popular saying that “pursuit is the proof of desire”

Well I am here to further prove that the quote is true even in Marketing.

Now I must explain that marketing does not only have to do with advertising alone but every activity done in order to promote a product or service to become valuable in the eyes in the TARGET audience.

I’ll further explain… If you make the package of the product more attractive to attract customers (this is an aspect of marketing)

If you engage in Corporate social responsibility (repair roads, scholarship, employment, trainings etc) and all these activities make your company to look more attractive to the eyes of the public, this is marketing.

And if you reduce your price, and engage in certain bonuses like free products, discount prices, this also is marketing.

It is because of this that we have What Marketers call the “Marketing Mix” which comprises of Product, Promotion, Place, Price (all these can be influenced to increase sales and profits)

But I’m here to explain Wants and Needs.

To the layman, these two are the same but to a marketer, they aren’t

Man has his basic needs, Food, Clothing, Shelter, Relationship, Security. And this is generic, peculiar to all human beings regardless of your gender, race, colour and status.

But you see our wants differ just as our fingerprint differs.

I’ll choose to select Food. All Men need food to survive but not all men want the same type of food.

Some may want Garri, Beans, Rice, Meat, Fruits salad.

Now a marketer should know that Yes we all have needs but we have different wants.

Jesus, The master Story Seller (you can get my book to know why he is the master Storyseller) saw Blind Bartimaeus and asked him “What do you WANT”

This is because Bartimaeus might have different needs, but the one I can help you with is your most pressing want.

It’s the reason why Economist invented Scale of Preference. Because Economics seeks to use the limited resources to solve pressing wants (Lionel Robbins definition of Economics would help you)

So as a Marketer, Find the most pressing want of your Audience and sell around it or better still find a want that has a large audience and sell to them

But wise Marketers create wants… (This already is another story of another time)

Hope you found value?
Let me know what you think in the comments

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