Understanding and Appealing to the 16 Basic Human Desires in Your Marketing Strategy
The best brands in the world are ones that have a deep understanding of their customers. Knowing what motivates people’s actions and defines their personality is vital for staying relevant, adding real value, and ensuring business success.
Ignoring customers’ desires and needs can be detrimental, so making customer-centric decisions is key to effective brand-building and strategy setting. For those at a distance from end-users, understanding these desires can be challenging. However, adopting your audience's perspective is crucial for making decisions that enhance customer experiences and fulfill their needs.
American psychologist Steven Reiss dedicated his life’s work to understanding what motivates human beings. In his research, Reiss uncovered the 16 “basic desires” of human beings and laid them out in his popular book “Who Am I?”.
Here’s how to align your brand, content, and marketing efforts with 16 basic human desires from Reiss’s book :
#1: Power:
What It Means: The desire for achievement, competence, and leadership.
How to Appeal: Highlight how your brand helps customers achieve their goals or take on leadership roles. Share success stories and testimonials that showcase how your product or service empowers users.
Example: A leadership training program could use case studies of successful leaders who benefited from the training, emphasizing their achievements and competence.
#2: Independence:
What It Means: The desire for freedom and self-reliance.
How to Appeal: Focus on how your product or service allows users to act independently or manage their own affairs. Highlight features that promote autonomy and personal control.
Example: A project management tool could emphasize its flexibility and customization options, helping users manage projects on their own terms.
#3: Curiosity:
What It Means: The desire for knowledge and truth.
How to Appeal: Provide engaging and informative content that stimulates curiosity and educates your audience. Use intriguing facts, insights, and thought-provoking ideas to draw in curious customers.
Example: A tech blog might feature in-depth articles and innovations to captivate readers interested in the latest technological advancements.
#4: Acceptance:
What It Means: The desire for self-worth and a positive self-image.
How to Appeal: Create content and branding that fosters a sense of belonging and self-esteem. Use inclusive messaging and visuals that make your audience feel valued and accepted.
Example: A beauty brand could feature diverse models and emphasize messages of self-confidence and personal beauty.
#5: Order:
What It Means: The desire for stability and organization.
How to Appeal: Promote how your brand offers structure, reliability, and efficiency. Emphasize features that help users maintain order and stability in their lives.
Example: A productivity app might highlight its organized interface and features designed to streamline tasks and improve efficiency.
#6: Saving:
What It Means: The desire for collecting, property, and financial management.
How to Appeal: Showcase how your product or service helps customers save money or manage their resources. Promote discounts, loyalty programs, and value-for-money propositions.
Example: A retail store could run promotions that highlight cost savings, bundled deals, and loyalty rewards.
#7: Honor:
What It Means: The desire for morality and loyalty.
How to Appeal: Emphasize your brand’s commitment to ethical practices, loyalty, and moral values. Showcase how you uphold high standards and contribute positively to society.
Example: A sustainable fashion brand could highlight its ethical sourcing practices and support for fair labor conditions.
#8: Idealism:
What It Means: The desire for fairness, justice, and positive change.
How to Appeal: Align your brand with causes related to social justice and fairness. Share content about your brand’s involvement in promoting positive social change and advocating for justice.
Example: A non-profit organization could focus on its initiatives for social equity and share stories of impact and advocacy.
#9: Social Contact:
What It Means: The desire for friendship, fun, and social interaction.
How to Appeal: Foster a sense of community and connection through your brand. Create opportunities for social interaction, both online and offline, to engage customers.
Example: A social media platform might host events, groups, and discussions that facilitate connections and interactions among users.
#10: Family:
What It Means: The desire for family connections and parenting.
How to Appeal: Highlight how your products or services cater to family needs and values. Emphasize themes of love, parenting, and togetherness.
Example: A family-oriented vacation resort could feature content about family-friendly activities and experiences that bring families closer together.
#11: Status:
What It Means: The desire for wealth, recognition, and social status.
How to Appeal: Position your brand as a symbol of prestige and excellence. Use messaging that conveys exclusivity, luxury, and high status.
Example: A high-end watch brand might focus on its heritage, craftsmanship, and the status associated with wearing its timepieces.
#12: Vengeance:
What It Means: The desire for competition, retribution, and winning.
How to Appeal: Emphasize how your product or service helps users achieve victory or overcome challenges. Highlight competitive advantages and success stories.
Example: A fitness program could feature testimonials from customers who achieved their goals and surpassed their competition.
#13: Romance:
What It Means: The desire for beauty, love, and sexual attraction.
How to Appeal: Incorporate themes of romance and beauty into your branding. Use alluring imagery and emotional appeals to attract customers interested in romantic and aesthetic experiences.
Example: A luxury perfume brand might highlight the romantic and sensual qualities of its fragrances through evocative imagery and storytelling.
#14: Eating:
What It Means: The desire for food, dining, and culinary experiences.
How to Appeal: Focus on the pleasure and satisfaction of food experiences. Highlight the quality, taste, and enjoyment your brand provides.
Example: A gourmet food company could share mouth-watering recipes and high-quality images of its products to entice food lovers.
#15: Physical Exercise:
What It Means: The desire for fitness, vitality, and physical activity.
How to Appeal: Promote your brand’s benefits for physical health and fitness. Highlight features that support an active and healthy lifestyle.
Example: A fitness equipment brand might showcase its products in action, emphasizing their role in achieving fitness goals.
#16: Tranquility:
What It Means: The desire for relaxation, safety, and peace of mind.
How to Appeal: Convey how your brand offers calm, safety, and stress relief. Use soothing visuals and messaging to create a sense of peace and security.
Example: A wellness brand could promote relaxation products, such as aromatherapy diffusers or calming teas, with messages focused on stress reduction and comfort.
