In the competitive landscape of small businesses, there’s a tendency to fixate on customers’ needs – the practical, logical necessities they seek. While important, this approach overlooks a crucial aspect of consumer behavior: people often buy what they want, not just what they need. Understanding and tapping into these wants can unlock a world of profitable growth.
The Psychology of Desire
Needs are objective; we all need food, shelter, and clothing. Wants, however, are subjective and deeply personal. They stem from our emotions, aspirations, and often irrational desires.
Imagine someone searching for a new coffee mug. They need a vessel to hold their morning brew, but they want a mug that reflects their personality, makes them smile, or reminds them of a cherished memory. They might be drawn to a handcrafted ceramic mug with a unique design, even if it costs more than a mass-produced alternative.
This isn’t to say needs are irrelevant. They form a baseline, but they rarely spark passion or loyalty. Wants are where the magic happens – they fuel impulse buys, repeat purchases, and word-of-mouth recommendations.
Real-World Examples for Small Businesses
Here’s how some small businesses have successfully harnessed the power of wants:
- Death Wish Coffee: They didn’t just sell strong coffee; they sold the idea of an adrenaline-fueled, “death-defying” caffeine kick. Their branding and marketing resonated with a specific audience craving an intense experience.
- The Oodie: This oversized wearable blanket taps into our desire for comfort, coziness, and a bit of childlike fun. Their marketing emphasizes the emotional benefits of their product, not just its practical uses.
- Liquid Death: a canned water brand, that doesn’t just quench thirst—it quenches the teenage thirst for rebellion and individuality. They’ve turned a basic necessity into an edgy lifestyle statement, with skull-adorned cans, irreverent marketing campaigns, and a social media presence that screams “anti-establishment.”
For teenagers, drinking Liquid Death isn’t just about hydration, it’s about aligning themselves with a brand that gets their humor, their cynicism towards the mainstream, and their desire to stand out. Liquid Death isn’t just selling water; it’s selling a badge of cool, an invitation to a community of like-minded rebels.
This speaks directly to the teenage want for self-expression and belonging. By positioning themselves as the antithesis of boring, corporate bottled water, Liquid Death has captured the hearts (and wallets) of a generation that craves authenticity and a touch of the macabre.
These businesses understand that customers buy the story, the feeling, the experience – not just the product itself.
Putting Wants to Work for Your Business
- Uncover Hidden Desires: Research your target market extensively. What are their unspoken dreams, frustrations, and fantasies? What transformations do they secretly yearn for?
- Tell a Compelling Story: Craft a brand narrative that speaks directly to these desires. Show how your product or service isn’t just a solution, but a pathway to a more fulfilling life.
- Create an Emotional Journey: Every customer interaction should reinforce your story and evoke positive feelings. From your website design to the packaging of your product, every detail matters.
- Deliver on Your Promises: Your product or service must genuinely satisfy the wants you’ve identified. If it fails to live up to the hype, your customers will feel cheated and disillusioned.
A Final Word
Remember, customers don’t buy facts; they buy feelings. They don’t buy products; they buy the stories those products tell. By understanding and catering to their wants, not just their needs, your small business can achieve remarkable growth and build a loyal following.
Further Reading:
How to Find Your Target Audience: A helpful guide from HubSpot on identifying your ideal customers.
https://blog.hubspot.com/marketing/target-audience
