Run time: 58 seconds
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Are you addressing your customers’ wants? You might wonder how they differ from the aspirations we discussed last week. Well…
- ‘Wants’ are immediate desires or needs that consumers seek to fulfil.
- ‘Aspirations’ are long-term goals or ambitions that consumers aim to achieve.
Unlike the remaining two drivers we’ll cover, these are both positive messages but wants are more urgent than aspirations, which means buying decisions can be made more quickly and marketing costs lower.
Examples of wants are:
Convenience: Consumers often crave products or services that save time and effort, such as meal delivery or subscription coffee service.
Problem-Solving: Products that offer solutions to frequent, everyday problems hold strong appeal, such as cleaning supplies that provide quick and effective results.
Comfort: This is especially relevant in industries like fashion or home goods, such as cosy blankets, comfortable yet stylish shoes or ergonomic furniture.
Entertainment: Streaming platforms that spotlight new movie releases or exclusive content can meet this desire.
So, are there short-term customer wants that you can appeal to regarding your offering?
Next week – We’re moving on to addressing consumer frustrations with your messaging.
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