Wants vs Shoulds
In this blog I will explore the difference between a consumers Wants vs their Should and why this needs to be considered in your marketing.
Seems quite obvious when you think about it. Products sit in one of two camps wants or needs.
If you think about your own supermarket for a minute as they really get this.
What are the first things you are presented with when you first enter the main area of a supermarket?
Fruit and veg right? These are clearly "should" We are know we should eat more fruit and veg and they are probably but not in all cases the last thing that is thought about upon exit based on all the things you have purchased on the trip.
Lets look at what is the last thing you are offered literally as you are paying! Chocolate these are clearly wants for the majority. These are the items that are least likely to survive the car park.
So what about services? Are you providing wants or a should? Holidays and weight loss programmes are very different and need to sold as such. Work on your messages and the timing knowing if you are selling a want or should.
Holidays are clearly a want and appealing to that emotion and desire is key in your copy and visuals, basic stuff right? But its where you are providing should's it gets tricky. A should is always competing with a want, I probably should eat salad for dinner but its Friday I want pizza. Understanding the want when selling a should is key.
You will need to have strong reasons and appeal to the should nature  while acknowledging the want. Playing on the weak mind is something wants to do very well but equally should's can play on it too and call out the want and question commitment and strength and the willingness to meet the goal the should achieves.
Keeping people focused on the goal and choosing your should over want is the battle.
Uses of images and video for both wants and should's is a really great way to convince people.
Marks and Spencer do a great job of making their food range seem so tasty. They use really emotive and descriptive words alongside the visual that make it near impossible to not want to eat it all.
So what are you selling a want or should and did you ever consider this? Maybe you are in fact selling both.
Let me know your thoughts?
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