Want vs Need

The Niche Man · 03-16-2011, 09:39 AM

Of course I plan to test, but historically which is the better word to put in a headline. Want or Need. For example ...

"Who Else Wants To Live Better on Less Money?"

"Who Else Needs To Live Better on Less Money?"

Stephen Dean · 03-16-2011, 10:47 AM

I don't know which outpulls the other historically, it probably depends on context.

In your example, historically it's "wants" not "needs" and for good reason. The headline is using social pressure with the words "Who Else." Social pressure works great for "wants," but you don't need social pressure for "needs."

"Who else NEEDS a screen star figure?" Nah, it's wants.

Cheers,
Stephen Dean

PS Who Else Wants This Headline Template Put to Sleep?

Alex Cohen · 03-16-2011, 12:31 PM

On the general subject of want vs need: Your first contact with a prospect should be to offer him what he wants - what he thinks will solve his problem. Then, after you've established a relationship, offer him what he needs.

Alex

ewenmack · 03-16-2011, 01:06 PM

Using a real life scenario...

Guy go's to the hardware store to buy a drill.

He NEEDS the drill to put a hole in the wall in the lounge room
so his wife can hang her new painting she's fallen in love with.

He WANTS the drill to keep her happy so he can then go fishing
with his buddies.

Happy ending.

Emotional gut play here.

Putting the reader in the picture.

See's how it would work in his life.

You're moving the reader closer to taking action with WANTS.

Best,
Ewen

MegaWealthX · 03-16-2011, 01:33 PM

A "Need" all ways outweigh a "Want"

ewenmack · 03-16-2011, 02:02 PM

Quote:

Originally Posted by MegaWealthX

A "Need" all ways outweigh a "Want"

Gotta disagree.

Your neighbor has an overgrown lawn.

He doesn't care about it.

To him it's normal.

To you, you badly WANT him to cut his lawn
and keep it tidy.

You take pride in your lawn, he doesn't.

There's no compelling reason to act on a NEED.

"I need to lose weight"...Yeah right...

"I need to give up smoking"...Yeah right...

"I need to go to the Gym"...Yeah right...

"I need to cut down on my spending"...Yeah right...

NEEDS are nice to have but don't drive people to action.

People's WANTS are hard wired to act on...and that is what
we want the reader to do... ACT!

Best,
Ewen

The Niche Man · 03-16-2011, 02:56 PM

Quote:

Originally Posted by Stephen Dean

I don't know which outpulls the other historically, it probably depends on context.

In your example, historically it's "wants" not "needs" and for good reason. The headline is using social pressure with the words "Who Else." Social pressure works great for "wants," but you don't need social pressure for "needs."

"Who else NEEDS a screen star figure?" Nah, it's wants.

Cheers,
Stephen Dean

PS Who Else Wants This Headline Template Put to Sleep?

That's a good point, referring to the social pressure aspect. The "Who Else can mean you don't need social pressure for needs. But would it still help?

Or For example a personal trainer advertising in the Hollywood Reporter that caters to Actresses with the headline:

"Who Else Needs A Screen Star Figure To Get Work?"

Stephen Dean · 03-16-2011, 03:12 PM

Social proof helps for any advertisement, but there would probably be a better place to put it than in the headline.

"Who Else Wants A Screen Star Figure?" speaks to people who want to look like a movie star. That's clearly benefit driven.

"Who Else Needs A Screen Star Figure To Get Work?" is just another way of asking "Who else is an actress?" It doesn't have the same attention getting, benefit driven aspect.

Cheers,
Stephen

Alex Cohen · 03-16-2011, 03:56 PM

Quote:

Originally Posted by MegaWealthX

A "Need" all ways outweigh a "Want"

Not true!

In many cases, people don't even know what they need. As a copywriter, you must figure out the conversation going on in the prospect's mind, and communicate with him at that level.

Basic Copywriting 101.

Alex

dorothydot · 03-16-2011, 06:59 PM

To me, the two words have quite different connotations.

"Want" implies a powerful desire. For example, "I want a gigantic chunk of chocolate right now" would tell me that whoever said that is running around the house with their tongue hanging out, drooling as they search frantically through every drawer and cupboard.

"Need" implies pain if it's not fulfilled. This would be an example of need, "I am stuck in this c**sed wheelchair and I have to go downstairs to pee, but the c**sed elevator is broken. All I want to do is get to the bathroom!" tells me there is real suffering here. Have you ever truly needed some kind of help - and been refused it when you asked someone to help you? I have. It's the worst feeling in the world.

So there is a world of difference between the two. I think the majority of copywriting is concerned with stirring up a want - to the point where you are running around the house drooling, wringing your hands as you search frantically for that elusive chocolate bar. "Feel the pain" here means the "pain" of not having that candy. Or that ointment that can relieve your sore muscles after a day spent trimming the bushes and yanking weeds.

Dot

jtunkelo · 03-17-2011, 01:33 AM

People are much more ready to pay for what they want. Nobody 'needs' a Mercedes but a lot of people sure want it. So there's your first clue.

But if you're selling something to help people "live better on less money", you're basically selling thrift. Or at least, to the thrifty. (Not the best kind of market, but I digress.) In that case, if you can point out the pain they're willing to pay to make go away (such as making ends meet), then perhaps need has its place in the copy.

Rezbi · 03-17-2011, 01:54 AM

People tend to buy what they want and then justify it - to themselves and to others - by pretending it's a need.

Oxbloom · 03-17-2011, 07:55 AM

Urgent need > urgent want > regular want > regular need.

Most people think their urgent wants are urgent needs. Until they experience an urgent need.

Neil AM · 08-03-2011, 07:48 AM

As a copywriter, it's 'want' all the way. People frequently don't know what they need, but they're damn sure what they want.

As to what actually works in a headline, I couldn't say. I'd be interested to know how your test works out.

QuelThalas · 08-03-2011, 09:04 AM

Quote:

Originally Posted by The Niche Man

Of course I plan to test, but historically which is the better word to put in a headline. Want or Need. For example ...

"Who Else Wants To Live Better on Less Money?"

"Who Else Needs To Live Better on Less Money?"

I think i prefer to wants to live better on less money,because i have full my needs

03-16-2011, 09:39 AM	#1
The Niche Man Niche Hunting Warrior Join Date: Feb 2011 Location: Beach, California Posts: 1,190 Thanks: 184 Thanked 230 Times in 151 Posts	Want vs Need Of course I plan to test, but historically which is the better word to put in a headline. Want or Need. For example ... "Who Else Wants To Live Better on Less Money?" "Who Else Needs To Live Better on Less Money?"
	How To ... Create, Find or Improve Money-Making ‘‘Niche Products and Services’’ -- Faster! <=

03-16-2011, 10:47 AM	#2
Stephen Dean Master Copywriter War Room Member Join Date: Oct 2006 Location: WA , USA. Posts: 1,051 Thanks: 132 Thanked 194 Times in 100 Posts Social Networking	Re: Want vs Need I don't know which outpulls the other historically, it probably depends on context. In your example, historically it's "wants" not "needs" and for good reason. The headline is using social pressure with the words "Who Else." Social pressure works great for "wants," but you don't need social pressure for "needs." "Who else NEEDS a screen star figure?" Nah, it's wants. Cheers, Stephen Dean PS Who Else Wants This Headline Template Put to Sleep?
	Occupation: Best Copywriter Ever. Clients: Matt Bacak, Jim Edwards, Ryan Deiss and more. I write sales copy that demands champagne celebrations: Hire A “Champagne Celebration” Copywriter.

03-16-2011, 12:31 PM	#3
Alex Cohen Copy Champion War Room Member Join Date: Nov 2007 Location: Pennsylvania Posts: 1,001 Thanks: 45 Thanked 501 Times in 304 Posts Contact Info	Re: Want vs Need On the general subject of want vs need: Your first contact with a prospect should be to offer him what he wants - what he thinks will solve his problem. Then, after you've established a relationship, offer him what he needs. Alex

03-16-2011, 01:06 PM	#4
ewenmack Senior Warrior Member War Room Member Join Date: Mar 2006 Location: Auckland, New Zealand Posts: 2,092 Thanks: 790 Thanked 1,027 Times in 558 Posts	Re: Want vs Need Using a real life scenario... Guy go's to the hardware store to buy a drill. He NEEDS the drill to put a hole in the wall in the lounge room so his wife can hang her new painting she's fallen in love with. He WANTS the drill to keep her happy so he can then go fishing with his buddies. Happy ending. Emotional gut play here. Putting the reader in the picture. See's how it would work in his life. You're moving the reader closer to taking action with WANTS. Best, Ewen

03-16-2011, 01:33 PM	#5
MegaWealthX Internet Marketer Join Date: Mar 2011 Location: Fort Lauderdale, FL Posts: 18 Thanks: 0 Thanked 0 Times in 0 Posts Social Networking Contact Info	Re: Want vs Need A "Need" all ways outweigh a "Want"
	Get Thousands Of Free Targeted Leads Daily With No Limit! *Increase Your Sales 300% - 400% In Your Primary Business.* www.FreeTargetedLeads.net

03-16-2011, 03:12 PM	#8
Stephen Dean Master Copywriter War Room Member Join Date: Oct 2006 Location: WA , USA. Posts: 1,051 Thanks: 132 Thanked 194 Times in 100 Posts Social Networking	Re: Want vs Need Social proof helps for any advertisement, but there would probably be a better place to put it than in the headline. "Who Else Wants A Screen Star Figure?" speaks to people who want to look like a movie star. That's clearly benefit driven. "Who Else Needs A Screen Star Figure To Get Work?" is just another way of asking "Who else is an actress?" It doesn't have the same attention getting, benefit driven aspect. Cheers, Stephen
	Occupation: Best Copywriter Ever. Clients: Matt Bacak, Jim Edwards, Ryan Deiss and more. I write sales copy that demands champagne celebrations: Hire A “Champagne Celebration” Copywriter.

03-16-2011, 06:59 PM	#10
dorothydot Selling with Stories War Room Member Join Date: Aug 2008 Location: Southern Maryland Posts: 497 Thanks: 289 Thanked 119 Times in 101 Posts	Re: Want vs Need To me, the two words have quite different connotations. "Want" implies a powerful desire. For example, "I want a gigantic chunk of chocolate right now" would tell me that whoever said that is running around the house with their tongue hanging out, drooling as they search frantically through every drawer and cupboard. "Need" implies pain if it's not fulfilled. This would be an example of need, "I am stuck in this csed wheelchair and I have to go downstairs to pee, but the csed elevator is broken. All I want to do is get to the bathroom!" tells me there is real suffering here. Have you ever truly needed some kind of help - and been refused it when you asked someone to help you? I have. It's the worst feeling in the world. So there is a world of difference between the two. I think the majority of copywriting is concerned with stirring up a want - to the point where you are running around the house drooling, wringing your hands as you search frantically for that elusive chocolate bar. "Feel the pain" here means the "pain" of not having that candy. Or that ointment that can relieve your sore muscles after a day spent trimming the bushes and yanking weeds. Dot
	"Sell the Magic of A Dream" www.DP-Copywriting-Service.com

03-17-2011, 01:33 AM	#11
jtunkelo HyperActive Warrior War Room Member Join Date: Dec 2007 Location: Tampere, Finland. Posts: 158 Thanks: 30 Thanked 42 Times in 33 Posts Social Networking Contact Info	Re: Want vs Need People are much more ready to pay for what they want. Nobody 'needs' a Mercedes but a lot of people sure want it. So there's your first clue. But if you're selling something to help people "live better on less money", you're basically selling thrift. Or at least, to the thrifty. (Not the best kind of market, but I digress.) In that case, if you can point out the pain they're willing to pay to make go away (such as making ends meet), then perhaps need has its place in the copy.
	Need a quick, effective copy critique to boost your conversion? 24-hr turnaround: http://juhotunkelo.com/copy-critique/ Want world class copy to sell your world class product? Get a free evaluation today: http://www.ecommercecopywriting.com

03-17-2011, 01:54 AM	#12
Rezbi Senior Warrior Member War Room Member Join Date: Oct 2006 Location: Lancashire, United Kingdom. Posts: 1,547 Thanks: 226 Thanked 215 Times in 181 Posts Social Networking Contact Info	Re: Want vs Need People tend to buy what they want and then justify it - to themselves and to others - by pretending it's a need.
	How To Make A Mint As A High-Paid Expert Free 13-Point Copy Inspection Makes Your Website Sell Like Crazy …

03-17-2011, 07:55 AM	#13
Oxbloom J.W. Acre War Room Member Join Date: Nov 2009 Posts: 440 Thanks: 74 Thanked 244 Times in 139 Posts	Re: Want vs Need Urgent need > urgent want > regular want > regular need. Most people think their urgent wants are urgent needs. Until they experience an urgent need.

08-03-2011, 07:48 AM	#14
Neil AM Penwright Join Date: Jun 2011 Location: London Posts: 35 Thanks: 7 Thanked 9 Times in 8 Posts	Re: Want vs Need As a copywriter, it's 'want' all the way. People frequently don't know what they need, but they're damn sure what they want. As to what actually works in a headline, I couldn't say. I'd be interested to know how your test works out.
	Resident wordsmith at www.digiresults.com. Life's too short to drink bad wine.