Abraham Maslow (1908-1970) was an American psychologist who left behind a theory that can be applied to today’s marketing industries.
Maslow’s theory suggests that there are five levels of need—physiological, safety, love and belonging, esteem, and self-actualization—and we must fulfill each need before reaching the next.
As a marketer and technology enthusiast, my job is to review the underlying reasons and psychology behind “persuasion” to reach my clients’ target audience through all of the advertisement clutter. Being able to make the consumers “act” is the main competitive edge any marketer should offer, and Maslow’s Hierarchy of Needs is a good place to start.
Listed below are successful brands that fall under each of the needs displayed in Maslow’s hierarchy. They are also great examples of how brands can generate persuasive creative content by identifying whether it successfully shows how the product fulfills each of these needs.
Physiological needs are the basis of all human needs, and we need these to be met in order to survive. Companies such as Nestle Pure Life Purified Water, Fiji Water, Aquafina, and Dasani have website content that emphasizes the pure, refreshing taste of their water. The ultimate desire to quench one’s thirst is conveyed throughout their content.
Additionally, the message of popular fast food chains such as McDonalds, Burger King, Taco Bell, and Wendy’s successfully appeals to our innate need for food. The copy of these websites emphasizes the fun, happy, refreshing, delicious, and juicy experiences associated with their food. The positive experience associated with hunger satisfaction is strongly conveyed.
Once our physiological needs have been satisfied, our next need is for safety. It’s only natural to long for security, order, and stability, especially in today’s world with its fluctuating job market, lack of quality health care and affordable insurance, high crime rates, and extreme weather conditions. Therefore, we have strong desires for the exact opposite.
Duran Inci is an Internet Technology Consultant with over eleven years experience in e-business, including Digital Marketing, Ecommerce Systems and Integrations. As Co-Founder and COO of Optimum7, Duran has developed sophisticated processes resulting in leading-edge execution of marketing and management strategies. Combined with his strong leadership of the Optimum7 team, Duran has successfully generated many millions of dollars in revenue for his clients.
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