One of the first steps in our creative process is to extrapolate the prospect’s desires and pains from a new client’s marketing materials and the client themself.
It’s not always easy to turn the focus from the product to the user, so when I came across this blog post from Explorable, I thought it was a great conversation starter.
16 Basic desires prospects may have in relation to your product or service:
- Acceptance – the need to be appreciated
- Curiosity, the need to gain knowledge
- Eating, the need for food
- Family, the need to take care of one’s offspring
- Honor, the need to be faithful to the customary values of an individual’s ethnic group, family or clan
- Idealism, the need for social justice
- Independence, the need to be distinct and self-reliant
- Order, the need for prepared, established, and conventional environments
- Physical activity, the need for work out of the body
- Power, the need for control of the will
- Romance, the need for mating.
- Saving, the need to accumulate something
- Social contact, the need for relationships with others
- Social status, the need for social significance
- Tranquility, the need to be secure and protected
- Vengeance, the need to strike back against another person
You may also like this free Marketing Roadmap – it’s only 6 steps!