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Create a Need for Your Product or Service
May 19th, 2021
 
Bring Your Product or Service to Life
 
A product like a phone or bicycle starts off as an item. It is made of material extracted from resources found on this earth. There is really little meaning or worth that stems from these items that extends past them being matter that takes up space. It is only when the human connection occurs and nerve endings fire off in our brains about the potential uses and applications for these items that they gain value in our lives.
 
Need vs. Want
In today's hectic world with constant innovation and a plethora of choices of things to buy, it can be difficult to discern the difference between a true need and a want. A need is something that you can't live without. Food, water, shelter, and clean air would fall into the category of basic human needs.
 
When you get into wants, those are more of an expansion past your needs into things you aspire to have but don't need to survive like a new car or that purse you've been eyeing at the store. These are things that add to your life and oftentimes complement your personality.
 
As marketers, our job is to create a scenario of where a need and a want blur together.
 
Product Scarcity
Have you ever felt a major feeling of FOMO (Fear of Missing Out)? When a product has a limited quantity, or there is a sale on an item that is going away, customers feel like they need to take action. Keeping customers hooked to grab your limited time offer or service will keep them coming back for more.
 
Exclusivity
People want something unique and that has key differences to other competitors. Accentuate how your product differs from your competition by highlighting features that enhance the product and make it the premium choice in the eye of the customer.
 
Determine the Biggest Issues Facing Your Audience
Think about what issues or struggles the target audience of your product or service may be facing. For example, a laundry detergent brand's audience may be struggling to find detergent that doesn't irritate their skin. Use this information to prepare a marketing campaign that will be driven at providing a solution to the issues the consumer faces.
 
Your company may be holding on to the most innovative product or service anyone has ever seen. However, you have to dig deep into the benefits it will have to your target audience and use the appropriate marketing channels to push content out for them to interact with. There will come a time when your customers will be using your product and saying to themselves, "How did I ever live without this?".
 
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Offenberger & White, Inc. (OffWhite) is an integrated marketing solutions company based in Marietta, Ohio, USA.
 
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