Desire marketing

Understanding the desires of your target audience is crucial for any business, but especially for B2B companies. By identifying the desires of your ideal clients, you can create a marketing strategy that speaks directly to their needs and wants. This not only helps you connect with your audience on a deeper level but also increases the chances of them becoming a customer.

One example of a famous startup that used desire to grow is Airbnb. The company’s co-founder and CEO, Brian Chesky, stated, “People don’t want to buy a drill, they want a hole. And that’s what we sell – a sense of belonging.” Airbnb recognized the desire for connection and a sense of community and built their business model around it.

Segments are grouped by main desires. Your work is to identify this main desire.

When identifying the main desires of your target audience, it is essential to segment them into groups. These groups should be based on common desires that they share. For example, one group may prioritize cost-effectiveness, while another group may prioritize convenience. By understanding these desires, you can tailor your marketing efforts and messaging to each specific group.

“Desire is the starting point of all achievement, not a hope, not a wish, but a keen pulsating desire which transcends everything.” – Napoleon Hill, author of “Think and Grow Rich”

This quote highlights the importance of understanding and channeling desires in marketing. As a marketer, you cannot create desire, but you can tap into the desires that already exist within your target audience. It is crucial to identify which desires are the most important to your ideal clients and to focus your marketing efforts on satisfying those desires.

One example of a company that utilizes the desire for status in their marketing is luxury car brand, Mercedes-Benz. Mercedes-Benz positions itself as a status symbol, and their advertising often features images of successful and powerful individuals driving their cars. They also use slogans such as “The best or nothing” and “The ultimate driving machine” that evoke feelings of exclusivity and superiority.

Another example of a company that uses the desire for freedom in their marketing is outdoor apparel brand, Patagonia. Patagonia’s marketing often features images of people exploring the outdoors and enjoying nature. Their slogan “Don’t buy this jacket” highlights the brand’s commitment to environmental sustainability, which aligns with customers who value freedom in their purchasing decisions.

Your goal is to find the biggest desires your ideal clients have that you can solve with your product or service and tell the story that connects your product with their desire.

To find the biggest desires of your ideal clients, you can conduct market research, customer surveys, and focus groups. Ask questions that will help you understand what they are looking for in a product or service and how your offering can satisfy those desires. Once you have identified these desires, you can create a story that connects your product or service with the desires of your target audience.

One example of a company that uses the desire for safety in their marketing is car manufacturer, Volvo. Volvo’s marketing often focuses on the safety features of their cars, such as airbags, crumple zones, and collision avoidance systems. They also use slogans such as “Volvo for life” and “Safety never goes out of style” that emphasizes their commitment to the safety of their customers. In their advertising, they often show images of families and children, highlighting the importance of safety for loved ones. This effectively taps into the desire for safety and reassurance that many car buyers have.

One example of a company that uses the desire for autonomy in their marketing is tech giant, Apple. Apple’s advertising often features individuals using their products in unique and creative ways. They emphasize the ability to personalize and customize their products, such as the ability to create your own playlist on Apple Music or to design your own iPhone case. Their slogan “Think different” speaks to the desire for autonomy and self-expression that many tech consumers have.

What questions should you ask yourself to find out your customers main desires?

  • What are my ideal clients’ pain points or challenges?
  • What do my ideal clients value in a product or service?
  • How does my product or service improve their lives?
  • What are their goals and aspirations?
  • How does my product or service align with their values and beliefs?
  • What are the common desires shared among my target audience?

In conclusion, understanding and utilizing basic desires in marketing for technological B2B companies is vital for building successful customer relationships. By identifying the main desires of your target audience and creating a marketing strategy that speaks directly to them, you can increase the chances of them becoming a customer. Remember, we can’t create desire, but we can channel it. Use the above-mentioned examples and questions to help you identify and tap into the desires of your ideal clients.

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