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Want vs Need

by The Niche Man
14 replies
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?"
#headline #historically #wants vs needs
  • Profile picture of the author 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?
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    • Profile picture of the author Alex Cohen
      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
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      • Profile picture of the author ewenmack
        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
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        • Profile picture of the author MegaWealthX
          A "Need" all ways outweigh a "Want"
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          • Profile picture of the author ewenmack
            Originally Posted by MegaWealthX View Post

            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
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          • Profile picture of the author Alex Cohen
            Originally Posted by MegaWealthX View Post

            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
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            • Profile picture of the author dorothydot
              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
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    • Profile picture of the author The Niche Man
      Originally Posted by Stephen Dean View Post

      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?"
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  • Profile picture of the author Stephen Dean
    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
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  • Profile picture of the author jtunkelo
    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.
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  • Profile picture of the author Rezbi
    People tend to buy what they want and then justify it - to themselves and to others - by pretending it's a need.
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  • Profile picture of the author Oxbloom
    Urgent need > urgent want > regular want > regular need.

    Most people think their urgent wants are urgent needs. Until they experience an urgent need.
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  • Profile picture of the author toponewebresult
    [DELETED]
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    • Profile picture of the author Neil 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.
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  • Profile picture of the author QuelThalas
    Originally Posted by The Niche Man View Post

    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
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