The Blog For Entrepreneurs

These black and white businesses are easily identifiable, but how do we translate this to more amorphous businesses? Take the ‘make money online’ ‘niche’ (can it still be called that?) Is it a NEED or a WANT? Tough to say when you think about it.

Some of the users visiting those sites may have been out of work for a while, and NEED income. Some may be in a job they hate and WANT to change. Some may have a specific goal in mind, like a Lambo and WANT to have extra income to get it. See where I am coming from?

Developing a Successful Campaign

For a successful campaign to be effective, you have to address the need an want question and then market your product appropriately according to your conclusions. You have to decide whether you are going to market to all of the potential views of your product or just one.

Let me give an example. This site, the Rich Jerk, is blatantly appealing to people who just want to make money, who want to flash it around and care for little else. Pretty shallow for my tastes, and a message like his would turn me off, but from a marketing perspective it is laser focused on its target market, he is marketing this as a WANT.

Take a look at another one that is laser focused, but in another way Ewan Chai – Working From Home - This one gives the ‘make money online message’ but in a different way – “Discover How A Married Father Of 2 Makes Over $6,531 PER WEEK Working Nearly Part Time And Spending Enormous Amounts Of Time With His Family!

How does that statement make you feel? Is that a NEED or a WANT? The answer is both. Personally I NEED to spend time with my family, I would be miserable without doing so as much as I can. This message would also appeal to people who really WANT to spend more time with their families… It is a cleverly crafted pitch.

Needs and Wants Are Symbiotic

Here is the rub though, both NEEDS and WANTS are symbiotic. You need food, but you may want a hamburger and a Coke. You NEED shoes but you may WANT the latest Nikes.

That is the easiest to understand, but what I am about to explain is something that the top marketers know inside out; you must be able to turn WANTS into NEEDS and NEEDS into WANTS. If you can do that you have a winner.

Let me explain:

- I NEED food but boy! Does that Watermelon at the store look great, it is a fabulous price too and it is good for me (it says so on the sign).. oh yes I really WANT that watermelon.

- I WANT a Jetski and the guy at the store tells me they run a club on Sundays where Jetski owners venture up the river into the mangroves, have a great time and everyone who is anyone on my island goes there… wow I NEED to have a Jetski to be in that club.

- WANT to become an entrepreneur? Then you will NEED the right mindset, if you approach starting a business with the wrong attitude and with inner conflict that is not confronted then you could lose money. You could fail miserably if you don’t learn some of the mistakes that others have learned, including me… hey… you really NEED ‘Becoming and Entrepreneur – Boot Camp’ .

Kids understand this perfectly. My son asked for Basketball hoop for the driveway.

“Hey Dad, I NEED a basketball hoop for the driveway”.
“You NEED a Basketball hoop” I said
“That’s right” (he is fifteen.. they tend to say little)
“Surely you mean you would like a basketball hoop?”
“Listen, if you want me to suck at basketball we can leave it, but I feel I NEED one to practice”

There is now a basketball hoop in the driveway. Wives understand this too. A recent conversation about a barbecue:

“Hey honey, I think I am going to get a Barbecue”
“Errr… we have one built into the wall in the garden honey… with a plate and grill and everything..”
“Yeah, but I have been thinking, if we are going to entertain, we are going to NEED more cooking space”
“What about the huge oven in the house?”
“You are so sweet, do you really want me hanging around in the kitchen when we are having a barbecue? If that is what you want then we can leave it, but if you want me to do things properly I will need more barbecue space”

I don’t need to tell you what the result will be shortly.

This is how we need to think when looking at our audience. My readers may WANT to become entrepreneurs, be better sales people or develop further in their personal growth, but how do I turn that into a need? That is the question I am looking to answer for myself and my blog right now. If you have some feedback on this please let me know in the comments I would be grateful for your counsel.

Maslows Hierachy of Needs

As a starting point I am using Maslow’s Hierachy of Needs (below). Take my ‘Becoming an Entrepreneur – Boot Camp‘ eBook. It is free, but I am re-looking at how I market it to increase the number of sign ups to my newsletter.

There is something in each level where I could have the eBook appeal to so I am taking the Squeeze page I have and looking to rework the copy to appeal more to these needs. Once I have indentified how my eBook appeals to these needs my next job is turn them into a want. If I can achieve that, my goal of 1000 sign ups in 6 months is achievable.

How can I use Maslow to think more about marketing my eBook?

Physiology – sex…. a universal language… with the right mindset, you can have sex with beautiful women…. really! The book could as easily be called “Becoming a Chick Magnet – Boot Camp“…. will have to work on how I get this message across in a more subtle way though!

Safety - In this day and age, if you run your own business, if your have that entrepreneurial spirit then you cannot be sacked, you create your own security.

Love/ Belonging – We are back to mindset, in this context. ‘Becoming a Loving Husband – Boot Camp’ would be a nice title.

Esteem – Respect of others comes from not just being a successful entrepreneur but having the right attitude, a calming motivational nature. I need to work the mindset angle in there.

Self-Actualisation – Those things on the list come from a balanced life and the right internal attitude. “Becoming an Entrepreneur – Boot Camp” is all about this.

I hope this has made you have a think about your site/product or service and given you a fresh perspective on how you can laser focus your marketing. Let me know your thoughts in the comments I do love reading your feedback.

Regards
David
@OneLifeNofear