You’ve created the product, built the business, hired the people, and generated sales. Congratulations! Now, it’s time to scale up and capture more market share by creating more desire for your product.
The foundation for all sales is a need and the desire to meet that need.
It seems too simplistic, doesn’t it?
Think about the last product you purchased. What was it? Why did you buy it? What need did that product fulfill? You may be thinking that it didn’t fulfill any need…that you just wanted it and so you bought it. But, if you dig deeper into that purchase, you’ll discover an unspoken need and the desire to meet that need.
Here’s an example:
Let’s say that you bought a pair of running shoes. On the surface, you bought the shoes because they fit well and you liked the design. Go a step deeper, and you may find the ‘need’ for the shoes is to enable you to run further so you can lose weight, stay fit, and be healthy. Go deeper still, and you may uncover the ‘need’ to maintain your level of physical fitness so that you feel more attractive in your world. Feeling attractive may lead to the deeper ‘need’ to strengthen self-esteem and confidence. These needs are powerful and the desire to meet these needs is compelling.
How do you increase desire for your products? Let’s explore a few ways.
1. Dig into Needs
Before your marketing team creates more copy for your product, do some research to find out why customers buy. Interview your current customers and ask them what they are trying to accomplish with the product.
There’s an interview method called “voice of customer”, whereby the unspoken needs of customers are uncovered by asking more probing questions. Find the unspoken needs (prestige, belonging to a group, etc.), and your copy messages will drive straight to the heart of your audience.
2. Magnify the Desire
Use your research to sharpen, clarify, and magnify the desire to meet needs. Words and images are powerful mediums to tap into emotions and speak to ‘desires’. (Think about Apple and their audience. Their messages speak directly to the need of belonging to a unique group; a group that specifically desires itself to be seen as intelligent and ‘different’.)
Magnify desire by helping your customers visualize and feel that your product aligns with their needs. The more needs your product meets, the stronger the desire. Your messages and images can be subtle or shocking depending on your brand, but they will spark more desire.
The goal is this formula: need + desire = your product.
3. Design the Future
Storytelling is the heart of copywriting. Take the desire you’ve uncovered and tap into the future fulfillment of those desires. One way to do this is to position your product as a means to continually meet needs and improve your customers’ worlds.
Present your product in a way that’s consistent, and also shows the possibility of what could be. Help customers envision a better future with your product by looking at your product in different ways; keep messaging fresh and new but speaking directly to the very needs being met. (Nike does a fantastic job of designing the future for its customers through storytelling. Look at their messages and images and you’ll see the promises.)
4. Show Them Again and Again
Social proof through testimonials, social media sharing, video marketing, and comments go a long way toward generating product desire. There is nothing stronger than group advocacy, and creating the channels for your customers to share their experiences with your products will drive desire to higher and higher levels. Word of mouth is the most powerful desire vehicle. Use it!
There’s nothing more powerful than a need and the desire to fulfill it. Take a look at how your product meets customer needs, and use these methods to generate a deeper desire for your product. You’ll see your product sales and revenues increase time and time again.