The Hierarchy of Engagement: Tapping into Fundamental Desires for Effective Marketing

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Jul 04, 2023
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The Hierarchy of Engagement: Tapping into Fundamental Desires for Effective Marketing
Introduction:
Understanding human desires and triggers is essential for successful marketing. Humans have eight innate, biologically embedded fundamental desires that drive their actions and behaviors. These desires revolve around survival, pleasure, comfort, and social recognition. Additionally, there are nine secondary desires that are acquired throughout life. Of all these desires, fear is one of the most powerful triggers, closely related to the concept of FOMO (fear of missing out). In this article, we will explore the hierarchy of engagement and how understanding these desires can help marketers create impactful campaigns.
The Eight Fundamental Desires:
- 1. We want to be valued: Being valued by others is a fundamental desire. We seek recognition and appreciation for our contributions and efforts.
- 2. We want to be appreciated: Similar to being valued, being appreciated satisfies our need for acknowledgment and validation.
- 3. We want to be trusted: Trust is a core desire for human beings. We strive to build and maintain trust in our relationships and interactions.
- 4. We want to be respected: Respect is essential for our self-esteem and sense of worth. Being respected by others satisfies our need for social recognition.
- 5. We want to be understood: Being understood is a deep-rooted desire. We long for others to empathize and connect with us on a personal level.
- 6. We don't want others to take advantage of us: Human beings have an inherent desire to protect themselves from exploitation. We want to avoid being taken advantage of in any situation.
The Nine Secondary Desires:
- 1. We desire information: Humans have a natural curiosity and thirst for knowledge. Providing valuable information can captivate and engage audiences.
- 2. We want to satisfy our curiosity: Curiosity drives us to explore and discover. By tapping into this desire, marketers can create intrigue and engagement.
- 3. We want cleanliness and order: Maintaining cleanliness and order in our bodies and environments is a desire deeply rooted in our biology. Marketing products or services that promote cleanliness can be highly effective.
- 4. We want to be efficient: Efficiency is a desire that stems from our need to maximize resources and minimize waste. Offering products or services that enhance efficiency can resonate with consumers.
- 5. We want convenience: Convenience is a desire that has become increasingly important in our fast-paced world. Providing convenient solutions can greatly appeal to consumers.
- 6. We want reliability and quality: Trusting in the reliability and quality of products or services is a secondary desire that complements our fundamental desire for trust.
- 7. We want to express beauty: Humans have a natural inclination to appreciate and create beauty. Marketing campaigns that emphasize aesthetics can attract attention and engagement.
- 8. We want to save and increase profits: Saving money and increasing profits is a desire deeply ingrained in our consumerist society. Offering attractive deals and promotions can drive engagement.
- 9. We want to find hidden gems: The desire to find unique and valuable items is a secondary desire that can create a sense of excitement and engagement.
The Power of Fear:
Among all the fundamental desires, fear is the most potent trigger. When we experience fear, our instinctive response is to address and overcome it. This instinctual reaction makes fear a powerful motivator. Understanding how fear can be stimulated is crucial for marketers.
Four Points to Stimulate Fear:
- 1. Identify when individuals experience fear and stress: Recognizing the situations or events that trigger fear in individuals allows marketers to tailor their campaigns accordingly.
- 2. Provide concrete actions to overcome fear: Offering practical solutions and actionable steps to overcome fear can be highly effective in engaging audiences. People want to know how to address their fears.
- 3. Present recommendations that are perceived as effective in escaping fear: When individuals perceive recommended actions as effective in escaping fear, they are more likely to engage with the message and take the suggested actions.
- 4. Ensure that the message recipients are in a position to take recommended actions: It is crucial to ensure that the target audience has the ability and means to take the recommended actions. Otherwise, the fear-stimulating message may not have the desired impact.
Actionable Advice:
- 1. Understand your audience's desires: Conduct thorough research to identify the fundamental and secondary desires that resonate with your target audience. This knowledge will help you tailor your marketing strategies effectively.
- 2. Tap into fear strategically: When appropriate, incorporate fear triggers in your campaigns to capture attention and engage your audience. However, be mindful of the ethical implications and ensure that the fear-stimulating message aligns with your brand values.
- 3. Offer practical solutions: Provide actionable steps and solutions to address the desires and fears of your audience. By offering tangible solutions, you can establish trust and credibility, leading to increased engagement and conversions.
Conclusion:
By understanding the hierarchy of engagement and tapping into fundamental desires, marketers can create impactful campaigns that resonate with their target audience. By incorporating fear triggers strategically and providing practical solutions, brands can effectively engage their audience and drive positive outcomes. Remember to prioritize ethical considerations and always strive to deliver value to your customers.
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