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Email Marketing Systems to Help Boost Exposure and Profits...System #5 - The Missing Link Between Article Writing and Email Marketing
It's no surprise that today we are going to talk about writing articles and how to tie them into email marketing. So, settle in and let's get at it! Article writing is NOT a new tactic. With 300,000+ newsletters in cyberland covering a wide range...
How to build the HIOD Auto-Pilot Email Marketing Machine
This article was written with the goal of helping you to put more money in your pocket... plain and simple. I've made a big effort to eliminate all fluff and keep it simple, concise, and straight to the point. By the time you have finished reading...
How to Earn $60,000+ a Year with Permission Email Marketing
To be frank, $60,000 a year with permission email marketing is conservative. Had you been part of this program 3 months ago you could have made $23,750 in just two weeks. I'll show you how below. Permission email marketing is the most powerful...
$Two-Buck Chuck & Traders Joes -- Innovative Marketing
Innovative marketing isn't about creating ways to bring a horse to water, but finding ways to make the horse thirsty. Perhaps this was the thinking when Trader Joe's began exclusive distribution of the Charles Shaw brand of wine at an unheard of...
What Santa Knows About Marketing
What's that ringing sound you hear at this time of year? It's the sound of store registers ringing up the sales generated by Santa Claus. Just because he's old, overweight, long haired, unshaven and dresses funny, don't overlook his marketing...
 
Maslow's Marketing Filter

Maslow’s Marketing Filter

One of the basics of all marketing and advertising training is a teaching of “Maslow’s needs pyramid”. This pyramid shows the different motivators and needs in a person’s life and how they are built one upon the other. Supposedly this is presented to help the marketing student understand consumer motivation and thinking. The problem is I’ve never seen it applied, in the text books. It’s presented as the foundation of human motivation and then it’s dropped.

I’d like to present to you a way to use Maslow’s needs pyramid so that you can get inside the consumer’s mind and develop an understanding of what’s truly motivating them as they consider purchasing your product or service.

Maslow’s needs pyramid present human needs such that each need is pursued and met before the next level of needs can be considered; they build upon one another. The needs from most basic to most complex are:

– physiological needs: food, shelter, sex
– safety needs: clothing, weapons, defense of self
– social needs: social acceptance
– esteem needs: acceptance of self by self
– fulfillment needs: a feeling of having and fulfilling a purpose

So the question is, “How do we use this paradigm to get inside the consumer’s head?”

Let’s consider a personal fitness training service. Here’s how it works at the most basic level. Place yourself in the position of the consumer and think as if you are considering hiring a personal fitness trainer.

1. How will personal fitness training impact my acquisition and use of food? Of shelter? Of sexual behavior? (Now you see why sex is used in marketing so many products – we react to it instinctually)

2. How will personal fitness training impact my personal safety?
– you’ll be in better shape and can run faster from a mugger, perhaps.

3. How will personal fitness training positively impact my standing in society? In my social circle? Access to different social circles?

4. How will personal fitness training positively impact how I think about myself?

5. Will personal fitness training have an impact on my personal sense of fulfillment?


I understand that


most consumers, will ask themselves these types of questions without really thinking about them. The answers you develop as you purposely ask yourselves these types of questions will give you insight in the processes a consumer may consider or be susceptible to as they are considering purchasing personal fitness training services.

This process will also help you define ways to market that will get consumers to consider your personal fitness training service if they are not. Using Maslow’s needs pyramid helps you target your marketing. It is the foundation of :

Getting Attention
Developing Interest
Creating Desire
Facilitating Commitment
Motivating to Action

If you can use Maslow’s needs pyramid to get inside the head of the consumer by running it through a filter of questions like the one’s I’ve presented above you’ll have a tangible marketing advantage because you now can respond to your consumer’s internal dialogue.

Using this type of filtering process can also help you create need in those that have not yet developed an interest in your product or service. Simply put yourself in the consumer’s place and present you’re marketing to them in such a way as to answer or resolve each need in the hierarchy.

Maslow’s needs pyramid is a powerful tool that is taught to every marketing and advertising student in the world but it must be understood and applied if it’s to actually be useful. Try using Maslow’s marketing filter the next time you are considering a marketing campaign. It’ll help you get a better grip on what the consumer is thinking and feeling.

Darrin F. Coe, MA is a mental health clinician, weekly columnist, wealth building advocate, and author of “Micro Loans: Finance Your Dreams” available at http://dcoe1.tripod.com/microfinance
For more great business and marketing information you can sign up for the “Darrin Coe Ezine” at http://dcoe1.tripod.com


About the Author

Darrin F. Coe, MA is a mental health professinal, weekly columnist, wealth building advocate, and author of "micro loans: finance your dreams" available at http://dcoe1.tripod.com/microfinance subscribe to his ezine at http://dcoe1.tripod.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
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Marketing - Wikipedia, the free encyclopedia
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en.wikipedia.org
 
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Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
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Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
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Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
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Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
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Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
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The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
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Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
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All About Marketing
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ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
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Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
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