A business exists to provide solutions to a certain problem. If you don’t have a car, then finding a car rental company can be to your advantage. If you need to remove some aging marks on your face, then specially-created cream serves its purpose.
You created your company, products, or services because you want to resolve a certain issue that you have likely experienced in person. The business’ consumer base grew because apparently other people are facing the same difficulties you did before you resolved it with your product or service.
Desires are not a problem in themselves. However, they can cause new issues. If you want to create a compelling product, then you need to know the eight foundational desires of any human.
Eight Things Every Human Desires
Enjoyment of Life (And Lengthening It)
The first impulse of learning about a death is negativity. Once the person notified of the event regains their feelings, they feel sadness and depression. It is innate in all humans to value life and time. Presenting solutions to make life better or even lengthen it are excellent products or services to develop.
In advertising, a solution for improving one’s health quality gains immediate attention. If you present a product that shows leisure, travel, and even the benefits of learning, you can get the attention of your viewers almost quickly.
Dining Experiences
Eating great food or drinking great beverages, such as strange and new dishes or drinks, will always get great attention. Food and drink is essential to improving one’s quality of life. Providing a unique and rich dining experience can present avenues for brand development. However, even a traditional dining experience done right will always get attention. It also has the greatest likelihood of conversions and advocacy.
Reduction or Avoidance of Pain, Fear and Danger
Nobody likes danger, not to themselves or other people. If you can present a product that reduces or avoids any negativity in life or a means to prevent it, then you can sell it efficiently.
In advertising, using fear is a commonplace solution. For example, most insecticide producers claim that particular bacteria can exist in a shower curtain. People will fear this fact and buy their products to prevent the problem from spreading.
Sexual Companionship/Satisfaction
Sex sells indeed. Anything that presents itself as an opportunity to improve one’s sexual life pushes quickly beyond the first marketing funnel tier. In most cases, viewers find themselves in the consideration phase. For most advertisers, presenting CTA buttons and convenient purchase methods improves their sales almost quickly.
Sex, both in companionship and satisfaction, sells almost immediately. However, it still varies depending on the age group. Most young individuals below the age of 30 will never consider sex toys and other relevant sex supplements. But, they will consider joining dating or matching services.
Comfortable Living Conditions
Even if they are greatly expensive, advertisements about owning homes get huge attention. Everyone wants and aspires to have one. In fact, plenty of young and middle-aged professionals still wish to own a home and work towards that goal. Lifestyle shows that document DIY businesses renovating or overhauling homes are famous because if consumers can afford it, they will have called the service providers almost quickly.
Superiority
Humans do want to be a level above their peers even if they do not care to admit. They want to be special and noted for something. If a product or service can provide this for them, then they will most gladly purchase it if they can afford it.
One great example is the perfume maker Axe. Often, the product is presented as a “lady magnet” if sprayed on by the user. It gives the consumer a hyper-realistic outcome that manages to make the product and brand memorable. Superiority can focus on any of the other seven aspects listed here. This example can both be categorized in “Social Status” or “Sexual Companionship.”
Protection and Provisions for Loved Ones
Insurance companies probably know best how to pull off a great care commercial. Some of these stories can tell about a hard-working parent saving up money through an insurance account. Native advertising works well because it shows how a certain product or service can protect a consumer’s loved one.
Plumbing companies can stress different human desires with their advertisements. For example, focusing on pipe repair, they can create stress about contaminated or rusting age-old pipes. Then, they can focus on how it can affect the family’s well-being. Lastly, they can present their services as a way to improve the comforts of home.
Social Status
Social hierarchies may have disappeared in society, but one’s monetary value is indicated by their material wealth. While a foundational desire, one’s awareness of social status depends on the circles they belong. A business owner partnered with industry-leading companies may want glamorous clothing or conveniences experienced by their peers.
An entry-level employee will want the ability to save enough money for new gadgets or at least just enough to buy a new home. Owning a home is a social status symbol in itself.
