you are here: tetridia Home > Resources > Writing for Web

What you NEED to know about 'wants' and 'needs'

'Wants' and 'needs' are familiar marketing terms, but their use often leads to confusion. So here's my attempt at clarifying the distinctions.

'Wants' are driven by desires and emotions. 'Needs' are necessities.

'Wants' are irrational cravings for things, which we rationally justify as necessary. Impulse shopping, cravings for chocolate, ice cream, coffee, cigarettes, booze and fast cars are all examples of 'wants'.


'Needs' are necessary for living. To maintain a healthy body I 'need' food, drink, rest and sleep. I know if I'm overweight, I 'need' to eat less and exercise more. It might not be what I 'want'. But if I don't change,  I know I could be in trouble.

Western living is based on the tyranny of 'wants' and 'wanting'.
If we relied on 'needs' alone they'd be fewer businesses, greater unemployment and poor economic growth. In short, we 'need' to continue 'wanting' in order to prosper.

Linking 'wants' to ideas, values and lifestyles

Ironically, it's not the product or service that's 'wanted'. It's the idea behind or associated with it. Drinking Coca-Cola is linked to looking cool and being full of life. Visiting your shrink provides time for reflection, resolution and guidance. Products and services provide the means.

Successful entrepreneurs know what people 'want'. They create products and services that promise and deliver the motivating ideas, which drive customer 'wants'.

People 'want' to feel good about themselves. They work towards achieving a lifestyle that represents their values and aspirations.
Brand marketing helps to reinforce those ideas by building confidence and trust – brand loyalty.

When your 'need' is greater than your 'want'

When the doctor tells you to give up drinking, reduce your cholesterol and exercise more; you know you must make changes. What you 'need' is suddenly what you 'want'. Nobody likes being told to change their lifestyle, but sometimes it's necessary. Health warnings and shock tactics rarely work. That's until the doctor puts her hand on your shoulder and tells you the bad news.

'Need-messages' can be more effective when expressed as 'wants'.
For example: I 'need' to give up smoking. When smoking is portrayed
as socially unacceptable or not very cool; attitudes change and people modify their lifestyle. They start buy the ant-smoking patches.

Next month I'll be writing about blogging for business.

Until next time
Francis

For further advice and help, call Francis Newman on 08700 780 597
Email: Francis@message-matters.com
www.message-matters.com
Strategic messaging that grows your business

© Copyright Francis Newman 2005  All rights reserved.