Understand the difference between “needs” and “wants”

A “need” is the result of either (a) a physical depravation (not getting enough water to function or survive) or (b) a mandate or requirement from some authority (citizens “must” pay taxes; students “must” turn in homework assignments…).

A “want” is an EMOTIONAL reaction or preference. Because it is emotional in nature, it is susceptible to emotional appeals.

Example: I might ‘need’ transportation (I have to get to work); I ‘want’ this particular car. I ‘need’ food to sustain my body; I ‘want’ to go to Outback for a steak (or Taco Bell… you pick it…)

Why this matters: For most Consumer products and services, and for many ‘discretionary’ Business to Business products and services, WANTS drive the wallet. In other words, people will pay for more than the minimum available solution to get what satisfies or fulfills them emotionally. I ‘need’ transportation — I could take a bus, ride a bicycle, etc. — but I will pay extra to get the car I “want” (plus insurance, maintenance, gas, etc.).

For purchases in the “want” category, prospective buyers can best be motivated and appealed to through EMOTIONAL appeals. (Remember the Michelin tire commercials featuring the babies? Sure, if you drive an automobile you ‘need’ tires — but Michelin successfully appealed to EMOTIONS of mothers by stressing family safety.) Successful marketers use EMOTIONAL appeals, then back them up with ‘hard’ facts, statistics, features, etc. to help validate the emotional claims.

It is important for you, as a small business marketer, to understand the difference, and to know which appeal your target market customers find motivating or compelling.