Sell the sizzle, not the steak
Maslow’s Hierarchy of Needs shows us how
You may know about product (laptop computer), features (stylish black or cute pink casing, color screen, keyboard, battery, wireless internet, file storage), benefits (be hip with the hottest new laptop, higher productivity gives you the competitive advantage and keeps the money flowing) . . .
. . . and have heard that you need to sell the sizzle and not the steak (invite your friends over and show them a good time by serving them the finest cuts of mouth-watering beef vs. Rib-eye steak, USDA choice, 16 ounces).
So how do you find the sizzle to sell, especially when you sell similar or the exact same products as your competitors?
You need to differentiate yourself. A great way to do so is to identify the need you meet and then appeal to meeting a higher need. The rib-eye steak meets the physiological need for food, but you can offer it as a way for your customers to experience:
- love/belonging through friendship (treat your friends and they’ll love you)
- esteem through self-esteem, confidence, and respect by others (one fitness website for young men actually stresses meat as the only way real men get their protein and that other forms are girly food)
Here are a couple of real examples:
- Need: Physiological: sleep. 70-store mattress retailer.
- Appeal: Love/Belonging: photo of a family in bed, parents reading to delighted young kids.
- Need: Safety: security. Home/auto/life insurance agency.
- Appeal: Esteem: photo of smiling man with headline: “We give you a lot to smile about.”
You can have your product or service meet several different needs by recognizing that your market consists of individuals who have a range of needs to be met. An employment agency helps people: (1) keep the money flowing to feed and clothe themselves, (2) make the house and car payments, (2) take care of their family and have fun with friends, (3) gain confidence and respect by moving up the ladder, and (4) let them explore their great gifts to mankind.
If it helps you, eliminate appeals that don’t match where your prospect is:
- going through a financial crisis: not concerned about expanding their spontaneity
- just got a $1 million dollar bonus: not concerned about resources to secure food
You just got to match your message with where your prospect is, then appeal to a higher level.
Take a look at the chart above and see:
- what need your product or service fulfills
- what appeals you can make
Got questions? Need some more info on how to do this? Or got variations of this you want to share? Enter them in the comments below:
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Great insight. We see a lot of ads for basic necessities that use appeals to seemingly unrelated things. Each level of the hierarchy has its own pain points for clients.
Yes indeed, Tony. And if you face a situation where it seems your “competitors” have made all the possible appeals, you can combine categories within one or more levels to have a unique proposition.