"I want the world. I want the whole world. I want to lock it all up in my pocket. It's my bar of chocolate. Give it to me now." – Veruca Salt
I came across a really good “food for thought” article from Advertising Age the other day that I thought I should it share with all of the advertising and marketing devotees that we have following our little blog. It’s an article about the 10 basic “wants” that all people desire in life. It’s all stuff we really already know but it’s nice to have it all bundled for us in a neat package. As marketing and advertising professionals we always try to find that nugget that will get people on the hook and make them open their wallets. The best ways to motivate people are always emotional triggers – advertising that gets at us emotionally usually works better than anything else. One of my teachers in ad school described it this way…there are three types of advertising 1)Features advertising – which just gives you the facts about a product or service such as, “This sports car has a 450 horsepower engine” 2) Attributes advertising – which talks about all the things you can do with a product or service such as “This sports car can go really fast”  and 3) Benefits advertising – which address the emotional reasons why we buy things such as “This sports car will help me get women.” The best advertising and marketing always address the benefits and the emotional pull products and services have on us.  So what are those emotional pulls? That’s where the following article  from Brian Martin of AdAge comes in:
Remember to Give Them What They Want
Successful Brands Do a Good Job of Satisfying People’s 10 Basic Desires
Brands spend more than $450 billion each year to influence us. They wouldn’t spend that kind of money unless they knew something we didn’t know.
The most-successful brands don’t focus on what we need; they focus on what we want. We need a credit card; we want an American Express Black card. We need a cellphone; we want the yet-to-be-released iPhone 4G.
Fortunately for brands, when it comes to identifying what people want, we aren’t particularly complex. The human mind seeks to satisfy 10 primary wants. Direct your actions toward meeting as many as possible, and your brand will grow exponentially.
So what do people want, exactly?
1. To feel safe and secure.
2. To feel comfortable.
3. To be cared for and connected to others.
4. To be desired by others.
5. To be free to do what we want.
6. To grow and become more.
7. To serve others and give back.
8. To be surprised and excited.
9. To believe there is a higher purpose.
10. To feel that they matter.
To read the full text of this article go to: http://adage.com/cmostrategy/article?article_id=141897
