The confusion around "a desperate need"

6 replies
So many fall for the desperate need pitch.

It fits with the misguided belief that
if they need it and especially desperately need it,
they will want it and buy it.

So they carry that thought into the conversation
with the poor person who gets hammered by the
over zealous saviour to the man's woes.

Saviour walks out battered and confused.

Why?

Because he doesn't know the difference between a need and a want.

A neghbor who has unsightly overgrown grass on his section
needs to mow his lawn and he knows it, but doesn't want to,
therefore he doesn't take action.

Want is where people take action.

The people in the street have neat and tidy lawns because
they want them that way.
The one with the overgrown lawn doesn't want it neat and tidy.

He wants to be drinking with his buddies
He wants to go fishing with his buddies
He wants to stay at home and watch porn

Past behavior is a great indicator as to whether people want something.

Best,
Ewen
#a desperate need #confusion
  • Profile picture of the author XponentSYS
    Interesting post, Ewin.

    I couldn't agree more - people are creatures of EMOTION and a WANT is an EMOTION.

    Selling based on EMOTION is where the closes happen.

    People buy on emotion or WANT... rather than need.

    That's why BENEFITS outsell FEATURES.

    So, with your lawn care scenario.....

    The pitch could be.....

    "Let ME Mow Your Lawn So You Can Spend This Weekend Fishing With Your Buddies"

    Rather than.....

    Let Us Make Your Lawn Tidy This Spring"

    ..... which doesn't appeal to a WANT because if they wanted that, they would have already done that.

    So find out what your ideal prospect WANTS.

    A further example is my Chiro practice building business. The headline on my best converting lead gen piece (that I use to get doctors) reads like this.....

    Discover How a 33 Year Old Struggling Doctor Went From Being a Broke Slave to His Practice To Making Over $236K Working 4 Days a Week in only 3 Months!

    That headline appeals to the WANTS of the Chiro which are...

    1. More time
    2. More Money
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    • Originally Posted by XponentSYS View Post

      Interesting post, Ewin.

      I couldn't agree more - people are creatures of EMOTION and a WANT is an EMOTION.

      Selling based on EMOTION is where the closes happen.

      People buy on emotion or WANT... rather than need.

      That's why BENEFITS outsell FEATURES.

      So, with your lawn care scenario.....

      The pitch could be.....

      "Let ME Mow Your Lawn So You Can Spend This Weekend Fishing With Your Buddies"

      Rather than.....

      Let Us Make Your Lawn Tidy This Spring"

      ..... which doesn't appeal to a WANT because if they wanted that, they would have already done that.

      So find out what your ideal prospect WANTS.

      A further example is my Chiro practice building business. The headline on my best converting lead gen piece (that I use to get doctors) reads like this.....

      Discover How a 33 Year Old Struggling Doctor Went From Being a Broke Slave to His Practice To Making Over $236K Working 4 Days a Week in only 3 Months!

      That headline appeals to the WANTS of the Chiro which are...

      1. More time
      2. More Money
      XponentSys,

      Thanks a lot for your contribution to Ewen's post. One angle that your headline also took is the angle of storytelling and storytelling ALWAYS appeal to emotions.

      Storytelling is an effective way of bypassing the ever analytical,critical and logical mind of humanity to pass across your message.

      Ewen, thanks for your post. However, I must admit I still miscontrue NEEDS for WANTS atimes. To correct that,I think I will listen more to my customers to understand what is going on in their head. Thank you.
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      • Profile picture of the author XponentSYS
        Originally Posted by ElijahsChronicles View Post

        XponentSys,

        Thanks a lot for your contribution to Ewen's post. One angle that your headline also took is the angle of storytelling and storytelling ALWAYS appeal to emotions.

        Storytelling is an effective way of bypassing the ever analytical,critical and logical mind of humanity to pass across your message.

        Ewen, thanks for your post. However, I must admit I still miscontrue NEEDS for WANTS atimes. To correct that,I think I will listen more to my customers to understand what is going on in their head. Thank you.
        Right.... this isn't the copy writing section so I didn't go into it and perhaps I should have a bit...

        STORY TELLING

        You bring up a fantastic point here. In regard to my Chiro headline, it hits the EMOTIONAL WANTS of the prospect and compels them to act on that WANT ang get the rest of STORY.

        STORY TELLING plays on EMOTION which is why it works so well.
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        • Profile picture of the author ewenmack
          I brought this up because I saw another pitch today, which is a all too common theme...people don't have this-a few smart ones do-rising trend-no competition means you are going to be rolling in the monee!

          So the poor unspecting buyers of this hope go out and turn it on to those that "need" it.

          Of course the sellers of hope don't disclose that it's wants which people buy.

          And the buyer has to find a pre-existing want
          to sell his/her service/product.

          Best,
          Ewen
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          • Profile picture of the author XponentSYS
            Originally Posted by ewenmack View Post

            I brought this up because I saw another pitch today, which is a all too common theme...people don't have this-a few smart ones do-rising trend-no competition means you are going to be rolling in the monee!

            So the poor unspecting buyers of this hope go out and turn it on to those that "need" it.

            Of course the sellers of hope don't disclose that it's wants which people buy.

            And the buyer has to find a pre-existing want
            to sell his/her service/product.

            Best,
            Ewen
            Right.

            What people WANT vs what they NEED are two entirely different things.

            Why are people interested in losing weight?

            Is it to....

            1 Cut down the risk of health issues
            2 Land an attractive mate and increase social status?

            Number 1 is the NEED and number 2 is the WANT.

            Number 2 is the pitch to use as it tugs at emotions.

            I drive a BMW 745. Now, why did I buy an expensive car like that..... When there are comparable cars feature wise for far less the cost?

            Because im an emotional being and WANTED the status and therefore, justified the purchace.

            Want vs need is something people need to grasp....always striving to hone in on the WANTS of the market.

            This will change the way you market AND make it EASIER.
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  • Profile picture of the author Peter Lessard
    One of the reasons I find this time of year so great for closing deals is that even though they needed some of the things I offer during the year many business owners actually want it at the beginning of the year as part of their plan. January is a month of wants. They want change and are ready to take action.
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