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What are Their Needs?  

I think “needs-based” advertising is most effective. All people you come in contact with share these same needs, and if your advertising can address one or more of them, then you’ve done your job well. These needs are:

Reassurance of personal worth – By using the service, I will be a better ___________ 

Emotional security – By using your services, I will not have to worry about__________  

Ego gratification – By using the service, I will be happier even though it may cost more       

Creative outlets – By using the service, I will be more creative

Sense of ‘roots’ – Nostalgia, “It was good enough for grandma. . .” 

Sense of power – An appeal the power of prestige and status

Immortality – to leave a legacy  

Try working the solutions to the current needs of your target market into your advertising.

Kim Stacey, of marketingfuneralservices.com, has dedicated her career to supporting and empowering funeral service professionals by writing responsive advertising and informational copy. She can be reached most easily at kimstacey@sbcglobal.net, or 831-338-0220. Living in the small coastal town of Boulder Creek, California, she’s in the Pacific Time zone.

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