How To Make People NEED What You Sell

What’s the psychology behind someone who spends $17,000 on a bag they love?

Well, they don’t just love it.

They need it.

So how do you make your customers need what you sell?

Do these 2 things:

Step 1: Identify the need in Maslow’s hierarchy

Maslow basically says we satisfy certain needs before moving on to others:

First you need to identify where your customers are in this hierarchy.

Take these 3 restaurants for example:

• Chipotle
• The Cheesecake Factory
• Peter Luger Steak House.

They all sell food, but they fill different needs.

• Chipotle sells fuel, which is a physiological need
• The Cheesecake Factory sells a place to connect with friends and family, which is a need to belong.
• Peter Luger sells status, which is the need for esteem.

If you don’t understand which hierarchy of need you’re targeting, your messaging won’t resonate.

Step 2: Identify the deadly sin

People will rave about your brand because of its virtues.

But secretly they buy because of the 7 deadly sins.

Take Chanel.

People say they buy a Chanel bag because of its timeless design and craftsmanship.

That’s prudence and fortitude.

But they really buy it because of the status and validation it gives them.

That’s pride, greed, and envy.

So how do you find a balance between virtue and vice?

Your brand message should revolve around virtue.

But your sales message has to trigger one (or more) of the 7 deadly sins:

Pride: Too much self-love or arrogance.

Almost every brand does this to a certain extent through identity. For example, when someone creates an identity as a “wellness guy,” they’ll buy things just to affirm that identity to others.

Greed: A strong desire for money or things.

This is why get-rich-quick schemes and massive discounts work. Greed blinds judgment. People will buy things just so they don’t “miss out” on an opportunity.

Lust: A strong desire for sexual pleasure.

Sex sells. I once heard a copywriter talk about how they 10X’d their book sales by changing the title from How to Be a Better Husband to How to Get Head.

Envy: Sadness or anger over what others have.

Good examples are case studies like, “My student made $X in X days!” or “I gained X followers in X weeks!” People naturally compare themselves to others. That’s why this works.

Gluttony: Eating or drinking too much.

This could be things like supersizing or upgrading, but it can also be overconsumption in general. (including books and knowledge)

Wrath: Uncontrolled anger or hate.

I once heard the line, “Socialists don’t care about the poor; they just hate the rich,” and I thought it was so accurate. Some people will literally buy from one brand because they hate another.

For example, the Yankees vs. the Red Sox or iPhone vs. Android.

Sloth: Laziness or lack of care for duty.

The perfect example is The 4-Hour Workweek by Tim Ferriss. The book didn’t sell “how to delegate effectively.” It sold laziness by implying that you can work just four hours a week.

A word of caution

I almost never use any of these tactics to market my own products.

I only use them when they feel ethical. The 4-Hour Workweek is a good example. It’s intriguing but not misleading.

So I’d advise you to be thoughtful with these tactics.

I trust you’ll make the right judgment.

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