OK, so the title may be a little too black and white… but there is no denying we all spend our hard earned cash on stuff we WANT rather than what we NEED.
I need to invest in a new washing machine, however I’d much prefer to spend my money on a new set of wheels for my mountain bike, because I WANT them!
I need to pay my accountant to do my taxes, but I’d much rather spend that money on a new mobile phone that I WANT.
I need to join a gym to have a place to do my workouts, but I’d rather use the money for a nice meal at a fancy restaurant each month that I WANT
I need to hire a personal trainer, but really there are so many other things I would get more enjoyment out of spending the money on!
You see there are so many things that your potential clients would much rather spend their money on than YOU.
Many adverts I see for personal training and for bootcamps focus on NEEDS too much and not enough on WANTS. What makes your advert stand out from the masses?
How often have you seen junk of telling people they are “Doing all that stuff wrong, you need to be doing it my way”, or “If you don’t workout, you’ll suffer and ultimately die!” (seriously that is the message I see in peoples marketing!)
I believe that your clients emotional “WANTS” are way more powerful than those nagging NEEDS.
Nagging annoys me, when I feel pushed or obliged to do something I retaliate by pushing back and retaliating.
Emotional wants pull me, drive me to find the solution to get me what I want, when I am marketed to that feeds that emotional want I will much more likely buy!
People who join Zumba classes have had their emotional wants satisfied “Ditch the workout, join the party!” Who wouldn’t want to go to a party INSTEAD of a workout! It’s no surprise that Zumba steals all your clients!
My ForestFit group training program focussed on women who wanted to exercise in the forest, but didn’t want to do it alone.
Does your bootcamp in park satisfy a want? If so what is that want?
What can you do to make sure your adverts focus on emotional wants?