Need Vs Desire
Need is one thing...Desire is another!
Dear EarthMonkey
Should I be more focused on creating a need or desire for my product? Which is more important?
From: Tina, Swansea
Dear Tina
They’re both important, as copywriters exploit the prospect’s needs and desires equally - but rarely at the same time.
However, most products and services are inherently built around one or the other, so it’s not about creating need or desire – it’s about harnessing what’s already there.
Look at it this way. If your prospects want and need your product, it’s quite an easy sale. But usually they’ll want something they don’t need or need something they don’t want. Hence the buyer’s dilemma.
Look at these examples:
I want a bar of chocoloate, but I don’t need it. So should I buy it?
I need a root canal, but I don’t want it. So should I have it?