Need Vs. Want

Advertising Blog

Exploring the idea of frugality, led me to think about another aspect of the new advertising mantra, need vs. want.

The new marketing wisdom dictates that we frame our advertising efforts in terms of “need.” “Want” is out. With gross sales down, the combined forces of the advertising world did some navel gazing and decided, merchandise isn’t moving, the consumer doesn’t want our stuff anymore.

And a collective chorus erupted, “Hallelujah, they’re only buying stuff they need. We shall sell need.”

Yeah, white papers have been written on this.

But none of them define the bugaboos, need or want.

Outside of trips to the grocery store while I was in college, bulk rice, or trips to the thrift store in the same period, something to cover my body, I cannot think of many purchases based on pure need. Yes, I have a house, but I certainly could survive in a smaller one. Yes, I have a car, actually a truck a big, but I could survive with a much smaller one, or none at all. A whole lot of the stuff I have cannot be justified on need. My flat screen, don’t need it. Stereo, MP3 player, don’t need it. Camera, don’t need it. Lawn and accompanying lawnmower and garden tools, don’t need it. Second set of dishes for holidays, don’t need it. Glasses, old jars would functionally do the trick. Closet full of clothes as opposed to a drawer full, don’t need them. Glass of wine in the evening, don’t need it. Vacation and dinner out, who are we kidding?

Listen, marketing is not, will not, and never will be about merely answering customers “needs.” That is a cop out on the part of marketers. It is our job to create “want,” pure and simple. Then to give customers a menu of product benefits, real and imagined, that allow them to justify that want and rationalize it as a need.

Don’t go all puritanical on me here. There is no biological need for music, art, or laughter. But life without them would be so Hobbesian.

Creating desire isn’t an evil trait of marketers. It is what we do. We add value to a product or service, above and beyond mere biological necessity. Selling need is like offering a thirsty man water, outside of the Sahara, a recipe for lousy market share and zero profit margin.

Let’s get back to basics. Advertising must add value above and beyond the inherent product. It must position the product as superior within its field, it must present benefits and value that surpass mere price point. Sure, there are some needs, for example, the customer needs a copier to conduct business, but why yours? Sure he needs lunch, why yours? Given a plethora of products that meet the customer’s need, it’s want that makes the sale.

Howard Henson & Associates, Inc.

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Larry Henson, President In Business Since 1974 405-471-4888