Marketing to Human Drives
When you really simplify it, all markets or businesses are created to fill a need or want. And it's really important to know understand what need or want your business is fulfilling for your customers.
I just read The Personal MBA by Josh Kaufman, in which he describes business models and concepts in a simple manner. Definitely a worthwhile read.
In the marketing chapter, he drills it down by saying there are five core human drives that influence human behaviour. I have outlined these drives below and have also selected small businesses in Newcastle, NSW that I believe market to each drive well.
Drive to Acquire: the desire to collect material and immaterial things. Think cars, clothes and stock brokerages.
Drive to Bond: the desire to be loved and valued in our relationships with others. Think online dating, LinkedIn and networking groups.
Example Newcastle business: Hunter Young Professionals does a great job of appealing to our desire for relationships on both a professional and social level.
Drive to Learn: the desire to satisfy our curiosity. Schools are an obvious choice, but training programs, books and newspapers fall into this category as well.
Example Newcastle business: Hunter Design School. As their incredible website states: "Why fit in when you were born to stand out?" Their marketing communications and digital presence make me want
Drive to Defend: the desire to protect loved ones, ourselves and our property. Think insurance, security systems and lawyers.
Example Newcastle business: Yes, insurance companies do a great job of this, but I'd like to mention Dog Rescue Newcastle. For a dog lover like myself, Dog Resue Newcastle does a great job of appealing to my desire to defend Newcastle's orphan doggies. Also, on a side note, I just have to give them kuddos from a content point of view. Please go through and read one of the dog descriptions, they write them in the dog's voice and they are fantastic!
Drive to Feel: the desire for emotional experiences that are thrilling, pleasurable or exciting. Think Ferrari, skydiving or your local movie theatre.