At Mailrelay, we explain it all in detail.<\/p>\n\n\n\n
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Why it matters to tell needs and wants apart<\/h2>\n\n\n\n
Designing and implementing a marketing strategy is hard work. It takes a significant investment of time and effort. If you don\u2019t work with the right approach, the consequences can include:<\/p>\n\n\n\n
\u25cf Missed opportunities.<\/strong> If the strategy isn\u2019t properly aligned, you may be missing business opportunities every day. The approach determines your messaging and actions, and if they aren\u2019t right, you\u2019ll struggle to reach the right audience.<\/p>\n\n\n\n \u25cf Higher CAC.<\/strong> As a result, your customer acquisition cost<\/a> will be higher. In other words, each lead will cost more than if you had built the strategy on the right need-or-want approach.<\/p>\n\n\n\n \u25cf Poorly qualified leads.<\/strong> The leads you get this way won\u2019t be well qualified. If your messaging and actions are off, you\u2019ll attract the wrong audience, and those leads won\u2019t be ready to convert.<\/p>\n\n\n\n \u25cf Lower conversion rates<\/a>.<\/strong> Another consequence of not understanding the difference between wants and needs is very low conversion rates.<\/p>\n\n\n\n \u25cf Lower ROI.<\/strong> Finally, as you can imagine, the return on investment, whether in email marketing or any other strategy, will be very low. And that hits the business directly.<\/p>\n\n\n\n That\u2019s why you need to be clear about the basis you\u2019ll work from. This approach also influences aspects such as:<\/p>\n\n\n\n Connect with your customers\u2019 real needs<\/p>\n Email marketing lets you speak to each subscriber based on what they really need. See how with Mailrelay.<\/p>\nDiscover Mailrelay<\/a>\n<\/div>\n\n\n\n Talking about a need and a want usually calls for a different tone of voice. For example, talking to an individual about gaining status by buying a car is not the same as talking to a business owner who wants a fleet of vans to make operations more profitable.<\/p>\n\n\n\n Clearly, in this example, the two customers have different reasons for buying. So you can\u2019t use the same sales arguments.<\/p>\n\n\n\n Knowing the difference between needs and wants, in the first case (an individual\u2019s want) the argument could be social status, and in the second (a business owner\u2019s need) it could be fuel savings.<\/p>\n\n\n\n This is more closely linked to want-based selling, since psychological biases are mental triggers that lead people to make a decision.<\/p>\n\n\n\n Take scarcity, for example. When you introduce scarcity into an email marketing strategy, you encourage readers to act. The thought of missing out on a great opportunity makes them decide quickly.<\/p>\n\n\n\n There are many biases like this. Others include reciprocity, authority, social proof, price anchoring, the sunk cost fallacy and the halo effect.<\/p>\n\n\n\n Finally, if you\u2019re going to run an email marketing<\/a> strategy, knowing whether you\u2019re focusing on a need or a want will help you decide how many emails to send, what kind of emails to create and what time of day to send them.<\/p>\n\n\n\n Now that we\u2019ve seen why the difference between needs and wants matters, it\u2019s time to define each concept.<\/p>\n\n\n\n Let\u2019s start with another practical example: bottled water. At the supermarket, there\u2019s a whole shelf of water bottles in different sizes.<\/p>\n\n\n\n There are many brands and prices are very affordable. You could say they all meet a need: quenching the consumer\u2019s thirst.<\/p>\n\n\n\n However, in upscale restaurants you may find premium water, such as the Bling H2O brand. In this case, it clearly satisfies a want.<\/p>\n\n\n\n Do you think the sales strategy is the same? Of course not. Neither is the target audience or the price of the product.<\/p>\n\n\n\n When we talk about needs in terms of Maslow\u2019s hierarchy of needs<\/a>, it\u2019s important to stress that we mean the needs of the customer or consumer, not business needs (as in B2B).<\/p>\n\n\n\n In this sense, a need is a personal state of deprivation or lack. In other words, needs are people\u2019s natural requirements. Maslow classifies them as follows:<\/p>\n\n\n\n \u25cf Physiological:<\/strong> breathing, eating, resting\u2026<\/p>\n\n\n\n \u25cf Safety:<\/strong> physical safety, employment, resources, morality, health and family.<\/p>\n\n\n\n \u25cf Social:<\/strong> intimacy, friendship, love and affection.<\/p>\n\n\n\n \u25cf Esteem:<\/strong> for example, success or respect.<\/p>\n\n\n\n \u25cf Self-actualization:<\/strong> feeling useful at work or in society\u2026<\/p>\n\n\n\n In B2B businesses, that is, companies that sell products or services to other companies, needs change. Maslow\u2019s pyramid is adapted as follows:<\/p>\n\n\n\n \u25cf Basic:<\/strong> infrastructure, technology or raw materials.<\/p>\n\n\n\n \u25cf Business security:<\/strong> such as maintaining revenue and resources.<\/p>\n\n\n\n \u25cf Social:<\/strong> belonging to groups, attending events, networking\u2026<\/p>\n\n\n\n \u25cf Esteem:<\/strong> market positioning.<\/p>\n\n\n\n \u25cf Self-actualization:<\/strong> such as growth and diversification.<\/p>\n\n\n\n To these we can add more specific ones such as profitability, productivity, decision-making capacity, talent retention and financial stability. These keep the company going and drive its growth.<\/p>\n\n\n\n Today there are many products and services focused on them, such as tax and financial advisory services or digital solutions for time tracking and invoicing.<\/p>\n\n\n\n As you can see, when planning a sales strategy, it\u2019s essential to distinguish between B2C and B2B. The first targets end consumers, while the second targets companies of every type and size. So the type of need changes.<\/p>\n\n\n\n Segment by needs and wants<\/p>\n With Mailrelay, you can personalize your campaigns based on each subscriber\u2019s profile.<\/p>\nGet started with Mailrelay<\/a>\n<\/div>\n\n\n\n In marketing, a want or desire<\/a> is the result of an emotion. In other words, different stimuli create a need that isn\u2019t real, but that our brain treats as if it were.<\/p>\n\n\n\n Thanks to wants, many brands have increased the value of simple products or services so they can sell them at a higher price.<\/em><\/strong><\/p>\n\n\n\n These are specific solutions or offers, such as the premium bottled water we mentioned earlier or luxury cars.<\/p>\n\n\n\n Here\u2019s another example: what\u2019s the difference between a BIC pen and a Montblanc fountain pen? In terms of price, the first costs around a dollar, while the second can cost hundreds.<\/p>\n\n\n\n They meet the same need, but not the same want. To sell a Montblanc pen, you have to focus on the want. That way, you set aside people who only want to meet a need as cheaply as possible and target those who want to hold a luxury pen.<\/p>\n\n\n\n In short, the difference between needs and wants lies in the motivation and justification behind a purchase.<\/p>\n\n\n\n \u25cf Needs always appeal to logic.<\/p>\n\n\n\n \u25cf Wants involve an emotional impulse.<\/p>\n\n\n\n With wants, decisions are made first from emotion and later justified with reason. Let\u2019s look at some other key differences between the two concepts:<\/p>\n\n\n\n From the definitions above, we can see that a need matters more than a want. If a want isn\u2019t satisfied, there are no real consequences to worry about.<\/p>\n\n\n\n With a need, however, the picture changes completely. For individuals, if it\u2019s a physiological need (the most urgent kind), the consequences can affect their quality of life.<\/p>\n\n\n\n On the other hand, it\u2019s no big deal if we can\u2019t buy the latest smartphone. And the same applies to companies.<\/p>\n\n\n\n For businesses, needs such as increasing profitability or maintaining revenue can\u2019t be ignored. More superficial wants, however, can.<\/p>\n\n\n\n Another important difference between needs and wants is whether they can be questioned. Would anyone question buying food? What about buying a sofa with the latest relaxation system on the market?<\/p>\n\n\n\n A need is never questionable, while a want is. Wants are worth whatever value each person gives them, but needs are vital.<\/p>\n\n\n\n The same happens in companies. None would question buying raw materials, but they probably would question spending on meals or luxury items.<\/p>\n\n\n\n Finally, wants are unlimited. Throughout our personal or business lives, we can have countless wants, and they change over time along with our interests.<\/p>\n\n\n\n An 18-year-old doesn\u2019t have the same wants as a 50-year-old. They\u2019re at different stages of life, and so are their wants.<\/p>\n\n\n\n Nor does an entrepreneur have the same wants as a company that has been on the market for 10 years.<\/p>\n\n\n\n Needs, on the other hand, may vary depending on a person\u2019s or company\u2019s situation, but they are limited. Some appear as others are satisfied, and some are always present.<\/p>\n\n\n\n In the end, it\u2019s a matter of thinking about what\u2019s essential and what isn\u2019t. A need is essential; a want isn\u2019t, although it does make us happier.<\/p>\n\n\n\n There\u2019s something we haven\u2019t mentioned yet: the difference between needs, wants and demand. Briefly:<\/p>\n\n\n\n \u25cf A need is a state of lack.<\/p>\n\n\n\n \u25cf A want is the result of an emotion.<\/p>\n\n\n\n \u25cf Demand is a want backed by buying power.<\/p>\n\n\n\n A want becomes demand when a person or company channels a need through a want and expresses it as a purchase.<\/p>\n\n\n\n For example, we all need to get around. We can do it by public transport, bike, a basic car or a Ferrari. The Ferrari would be the want, and when the person goes through the buying process and places a specific order, it becomes demand.<\/p>\n\n\n\n In other words, a want is a more general concept, while demand is more specific. That specificity comes from the stimuli used in marketing strategies.<\/em><\/strong><\/p>\n\n\n\n To sum up, to understand these concepts properly and build the right strategy, ask yourself two questions:<\/p>\n\n\n\n \u25cf Can the consumer or company live and\/or keep operating without this product or service?<\/p>\n\n\n\n \u25cf Does having this product or service add value for the customer?<\/p>\n\n\n\n In the second case, it\u2019s essential to highlight the benefits and what sets this solution apart from the rest. So, if you\u2019re about to launch an email marketing campaign, keep this in mind!<\/p>\n\n\n\n So, highlight the strengths of your offer in your emails to get better results. What matters is finding the essence and focus of your business and working in that direction. Are you doing it?<\/p>\n\n\n\n Use Mailrelay as your email marketing service<\/a> and save money while you sell with the free account, which includes up to 80,000 emails a month.<\/p>\n\n\n\n Turn wants into customers<\/p>\n Design email marketing campaigns that spark the desire to buy. Try it with Mailrelay.<\/p>\nTry Mailrelay for free<\/a>\n<\/div>\n\n\n\n To build an effective marketing strategy, you need to understand the difference between consumers\u2019 needs and wants. The approach you take will shape the actions you propose and the results you get. For example, selling a car by appealing to the desire for recognition or status is not the same as selling it to someone […]<\/p>\n","protected":false},"author":1,"featured_media":94388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[581],"tags":[],"class_list":["post-94394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-2"],"yoast_head":"\nTone of voice<\/h3>\n\n\n\n
Sales arguments<\/h3>\n\n\n\n
Psychological biases<\/h3>\n\n\n\n
Email marketing setup<\/h3>\n\n\n\n
![\"Understand](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/06\/embudo-conversiones.jpg\")
<\/figure>\n\n\n\nUnderstanding the difference between needs and wants<\/h2>\n\n\n\n
What is a need?<\/h3>\n\n\n\n
What is a want?<\/h3>\n\n\n\n
What is the difference between needs and wants?<\/h3>\n\n\n\n
Importance<\/h4>\n\n\n\n
Questionability<\/h4>\n\n\n\n
Limits<\/h4>\n\n\n\n
![\"Conclusion](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/06\/embudo-de-ventas.png\")
<\/figure>\n\n\n\nConclusion on the difference between needs and wants<\/h2>\n\n\n\n
![\"Teresa](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/07\/teresa-alba.jpg\")
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