Copywriting Tool by Maslow Boosts Response
Copywriters – Are you using Maslow’s Hierarchy of Needs Pyramid as a powerful copywriting tool to grab more attention, boost responses, and increase overall sales?
You should be. Here’s why…
Released in 1943 by the respected psychologist, Dr. Abraham Maslow, “Maslow’s Hierarchy of Needs” is a psychological theory that explains how human needs can be arranged in a hierarchy, with basic physiological needs at the very bottom and self-actualization needs at the tippy top.
His theory explains how people have different levels of needs, and they must satisfy their lower-level needs before they can move up the hierarchy to satisfy higher-level needs.
This theory can be applied in many fields, especially copywriting, to craft sales promotions which capture more attention faster, boost response rates, and lead to more profitable sales campaigns overall.
In copywriting, Dr. Maslow’s Hierarchy of Needs Pyramid can be utilized as a powerful tool to uncover the needs and hidden desires of your prospects. Using this knowledge, you can create more compelling sales copy. Copy which speaks directly to their most urgent needs.
Plus, you can STOP wasting time, energy, or copy on issues higher than, or above the prospect’s current level.
For example, if you are promoting healthy, nutritious, prepared meals to low income, busy-parent households, you could write about how your product solves basic level issues : Nutrient packed. Fills you up. No empty calories. Tasty. Vitamin fortifiied to help prevent sickness and disease. Completely satisfies your hunger/thirst at every meal.
Conversely, you will find little or no benefit writing about how these meals help them connect to the community, (Higher Level 3) or how their friends and coworkers will be in awe of them. (Higher Level 4). Those types of promotions will fall upon deaf ears, because these prospects are desperately searching to fulfill more basic, physiological, real survival type needs.
Folks always focus on solving their most basic, pressing problems first. Gotta have food on the table before you can concern yourself with higher level interests.
“No food to eat? Well, you certainly have no interest then in hearing about our fine handmade, sterling silver salad forks, and these here fine lead-crystal wine goblets that just came in!”
Your promtions will do best when you – Offer Only What They Need – NOW!
Maslow’s Pyramid shows where your prospect is in his life – so you can better understand this person’s immediate needs. With this information, you’ll capture attention better. You’ll boost your chance of a sale.
And you’ll write much faster since you’ll not be wasting research time and words on things irrelevant to his immediate needs.
Dr. Abraham Maslow
-Maslow’s Hierarchy of Needs Defined-
Level One: How Copywriters Address PSYCHOLOGICAL Needs
At the lowest, primary level of needs, the physiological level, copywriters can focus on promoting products that satisfy the most basic human needs. Things such as nutritious food, clean water, comfortable shelter. Water filters, warm clothing, food and nutrition programs. Low-cost housing, job opportunities, and child-care fit in this first-tier category.
Level Two: How Copywriters Address SAFETY Needs
At this level copywriters can promote products that provide security and protection. Things like insurance, home security systems, child safety gadgets, pet safety, personal protection devices, jobs with secure futures, Homes sellers can play up neighborhood safety factors. For example, better neighborhood, gated community. Condos with security provided. Safer schools for their children to attend.
Sales trainers often refer to the story about how Security Companies immediatly unleash their sales reps on an area which has had a recent burglery. “Evening mam. Did you hear about that recent burglery across the street?” When a potential safety threat is recent or close by, the prospect is far more likely to buy.
Marketing legend, Dan Kennedy wrote in his book, “The Ultimate Salesletter”…
“My sales-trainer friend, the famous (late) Cavett Robert, said, “To sell life insurance or cemetary plots you have to make your customer see the hearse backed up to the door.”
A bit dark perhaps. But if you cannot make them appreciate or envision the threat, they certainly won’t see any need to buy.
On a more positive note…
Offering money-back, or other strong guarantees or warrantees for your product, appeals to their need to feel safe. Letting them know specifically that the thing they fear most WON’T HAPPEN if they buy your product, is another way to fulfill their need for safety.
Like that stellar headline, I believe it was from Marty Edelston of Bottom Line, “What Not To Eat on An Airplane!” Anyone with even a wisp of care for their safety HAS TO READ that advertisement.
Level Three: How Copywriters Address SOCIAL Needs
Copywriters can promote products that fulfill our strong need for love, belonging, and social interaction at this third level. Social media platforms, dating apps, memberships, subscriptions. “How to be more confident” “How to be more outgoing” “How to Be More Attractive” “How Ugly Guys Get Hot Women” “Do This To Attract Any Man”. This level responds to phrases like: “Don’t go it alone!” “Join Us Now!” “We need people just like you to join us on our mission to…” “Don’t miss this opportunity to join us in…”
At this level folks desire to become part of, belong to, a group of like-minded people. They long to be a valued member of a pack, a herd, or tribe.
“Let’s”, the contraction of “let us”, is a word that implies being part of a group. Or, “Together we’ll…” is a phrase which can excite them.
Offering groups, forums, classes and events are also a great way to appeal to a prospect’s need for community and social interaction. Fitness classes, painting classes, retreats, group tour packages, rallys.
Copywriters can also make any promotion more compelling by the use of testimonials.
Testimonials satisfy their need to belong to a happy group of satisfied customers. “I want to be happy just like these people!”
They simultaneously address their lower need to feel safe.
“Others said it was good. So I can be confident then that I’m not getting ripped off.”
Social proof also helps boosts response and sales. Think McDonald’s with their “billions and billions served” signs. With that many buyers, it must be good. Most don’t want to be the first to buy. Social proof helps them feel safe that they’ll be satisfied in their purchase.
Level Four: How Copywriters Address ESTEEM Needs
Copywriters at this level can promote products which enhance self-esteem and self-worth.
Speak to this person’s desire for recognition, and respect. They want to feel special. Valued and appreciated by others. Offer luxury goods and exclusive services, personal development programs too. Golf and other club memberships.
Make your offers exclusive club, or limited membership opportunities. Openly decree that only folks of a “certain status” are allowed. Exclude certain folks on purpose, with phrases like “Only 5 slots available for this…” OR, “This is for serious investors only. If you’re earning less than $100k per year, don’t apply.”
Often, the mere addition of an application or qualifying process implies to the prospect that you’ll have to be special somehow to get the thing. It’s not for everyone. “I want to be included.” Highly enticing.
“Getting what we perceive others can’t have is highly intoxicating.”
Personalization, by using their name you boost their esteem. Awards and Certificates as well. If YOU have won awards, say so. Surprise gifts sent after, or with, the purchased product, and handwritten Thank You notes, make them feel special too.
“Your friends will be amazed!” “Stand out from the crowd!”
Hey, Everyone want to feel special!
Level Five: How Copywriters Address SELF-ACTUALIZATION Needs
Promote products at this level that help individuals achieve their full potential. Acheive their life goals.
This includes things like educational programs, career coaching, golf or tennis coaching, art classes, music training.
Experiential outings like exotic travel destinations, sky diving, or specific skill development retreats. Offer a flight to outer space with Elon Musk or Jeff Bezos!
At this top level, promote high-level skills and thrills!
Bucket list stuff. “Don’t miss out on…”.
Key Takeaways:
- Maslow’s Hierarchy of Needs can be used as a powerful copywriting tool to uncover and understand the specific, immediate needs of your target prospect and create compelling sales copy which speaks directly to those needs. Those PAIN POINTS.
- In copywriting, each level of the hierarchy can be leveraged to promote those products which satisfy the needs of those prospects at that level.
- Incorporating Dr.Maslow’s Hierarchy of Needs psychology into into your sales promotions, lets copywriters gain attention faster, and craft more effective and more profitable marketing campaigns.
More on Maslow’s Hierarchy of Needs for Copywriters
As a copywriting tool, Maslow’s Hierarchy of Needs can be used to craft more profitable sales promotions by addressing each level of needs in a way that compels the prospect to buy. Here are some examples of how each level can be used:
Build Maslow’s Pyramid Power Into Your Sales Promotions
Illustration From “The Copywriter’s Persuasion Toolkit”
In this section, let’s explore specific examples showing how each level of the hierarchy can be used to compel a prospect to buy.
Physiological Needs
A copywriter can use this level to appeal to the prospect’s most basic needs. For example, a food delivery service could use the following template to address the physiological needs of seniors citizens living alone: “Get fresh, healthy meals delivered right to your door. Never worry about meal prep again.”
Safety Needs
A copywriter can leverage safety needs to appeal to the prospect’s desire for security. For example, an insurance company could use the following template: “Would you lose your home if you were injured and could not work? Protect yourself and your loved ones from sudden catastrophic loss with our (X) comprehensive insurance plan. Rest easy knowing you’re covered and your home and family are protected.”
Love and Belonging Needs
The smart copywriter uses this level to appeal to the prospect’s need for connection. For example, a dating app might say: “Find your perfect match today! Adventure and a loving relationship for you are just a click away. Join our exclusive community of safe, like-minded, high-class individuals now.”
Esteem Needs
The fourth level of the hierarchy is esteem needs, which include self-esteem, confidence, and recognition. Copywriters use this level to appeal to the prospect’s desire for recognition and respect.
A luxury car company might benefit from using the following template: “Experience the ultimate in driving luxury and status with our “Limited Edition (Celebrity) Version”. Only 50 available. All eyes will be on you when you roll up in this magnificent driving machine.”
Self-Actualization Needs
The final level of Maslow’s hierarchy includes personal growth, creativity, and fulfillment. A copywriter should use this level to appeal to the prospect’s desire for personal growth and achievement.
For example, an online course provider could use the following: “Unlock your full potential, achieve your highest goals with our comprehensive (X) course. Investing in yourself is the mighty first step toward the realization of your dream.”
Wrapping up….
Copywriters who incorporate Maslow’s Hierarchy of Needs into their sales promotions will instantly create more effective, more compelling, and more profitable marketing messages.
By understanding the needs and motivations of their audience in advance of your writing, copywriters can craft messages which resonate perfectly with their prospects and drive sales higher.
Recently, I was reminded that legendary, multi-million dollar business builder, marketing expert, and Simpleology Founder and CEO, Mark Joyner dedicated a whole chapter (Chapter7) in his now out-of-print book, “Mind Control Marketing” exclusively to the value Maslow’s Hierarchy of Needs provides to copywriters.
In that chapter he states:
“I never – repeat, never – make a sales pitch without keeping Maslow’s Hierarchy foremost in mind. When discussing your product, you will succeed by breaking each feature down in terms of how it can help satisfy your customers’ basic needs.
Or, better yet, lay out the facts and benefits of your product line so vividly that the customers can draw the conclusions themselves.” – Mark Joyner
The new Copywriter’s Persuasion Toolkit provides more valuable tips for using Maslow’s Pyramid to add a rocket-fuel boost to your promotions. You also get proven, tested, exclusive sales and psychological tactics compiled from some of the best marketing minds of the last 100 years.
Click here now to grab “The Copywriter’s Toolkit”at the lowest initial offering price. For less than the cost one steak dinner, The Copywriter’s Tool Kit could have you feasting on profits from your new copywriting skills for a lifetime. If you apply them.
Most won’t. That’s just the realty.
Are you different?
I love hearing more success stories. Drop me a note.
-Robert Schwarztrauber
