Consider the last purchase you made. How many questions did you have to answer before you handed over your hard-earned cash? There isn’t a fixed number to this question as everyone is different. The main factor that needs to be taken into account is what type of purchase is it? Is it a need or a want? Establishing this answer first will help with the delivery of all of your content marketing.
Did you need it, or want it?
A need purchase – A requirement to continue this quality of life
A want purchase – A desire to improve the current standard of living
To be clear, everybody’s needs and wants are different: people have differing lifestyles, income, personalities, responsibilities, and mindset. So let us look at this from a generalised individual perspective. Both types of purchase are emotionally driven but fall into different emotional categories. Generally, there is a tendency to have more negative emotions towards the need purchase, and more positive emotions towards the want.
As humans, we can make irrational decisions based on emotions. A good example of this is food. Next time you are out food shopping, do a spot of people watching (don’t go all stalker-weird though!). Consider what type of food shop it is (a need or want shop). The staple diet is a need purchase but is driven by different emotions by different people. Some people love fresh food (positive), whilst some see the preparation and cooking as an inconvenience (negative). There are those whose budgets are small and have little choice, whilst others can pick whatever they want. Next to consider is the perceived quality of the food; a tin of Heinz baked beans cost about 6 times that of a supermarket budget brand even though they are both haricot beans in tomato sauce.
Many purchases actually fall into both categories. Clothing is a prime example. If your favourite pair of jeans has a big enough hole in them which would be described as indecent*, a replacement pair is required – a need. This only remains a need if the purchase price is one that can be afforded in the quality of life budget. The denim is similar in a pair costing £20 to those costing £200 (brand value – will be writing about that soon), so one is a need and the other a want.
Understanding who your customers are, what their standard of living status is, and whether your product or service purchase is a need or a want, will ensure your content marketing uses the right types of emotion to convince your target audience to part with their hard-earned cash.
You can read more on this subject in our Need vs Want blog here.
*we understand there are a few who really don’t care!