Tweet

Should you use NWP (not to be confused with NLP) in your business marketing?

Guest post by: Peter Lawless

Article Overview: Do you want to have qualified leads, pouring in? What would that do for your business? How many leads do you need to achieve the goals you set when you started your business? How long will your business survive with the number of leads you are currently getting? If any of these questions excite or scare you, then you really need to understand how NWP can transform your marketing.

Should you use NWP (not to be confused with NLP) in your business marketing?

What does NWP stand for?
It is difficult to do justice to a full day workshop, that my customers say helps transform their marketing, in a short article. I will however try to give you the main points from it.

The acronym NWP is pretty straight forward. No matter how complex a product that someone is considering buying, they like to break their purchasing rationale into three simple components. Namely;

* Needs - They justify their purchase based on it being something that they need, like some nappies.
* Wants - They justify their purchase based on something that they want, like a six pack for the spouse picking up the nappies!
* Pains - They justify their purchase based on a pain they wish to avoid, like a car that is not going to break down.

How do you classify a buyer's needs?

Most buyers feel that they like to make purchases based on their needs. It might be a new PC, which they need for the office, because a new person is starting to work for them.

Say for example you are trying to sell new Laptop computers. A good target market based on the above criteria might be, to latch onto people who are currently hiring. You could check out the Recruitment columns in the papers and online hiring websites, and send a mailer to all people who are in the market for new hires.

How do you classify people's wants?
In reality however, over 90% of purchase decisions are based on people's wants. I mean, how many of you grew up drinking tap water, yet we all still pay huge sums of money for water in bottles. Yes we do need liquid to stay alive, but do we really need designer label water?

Buyers will respond to advertising far more based on their wants, rather than their needs. If people bought solely based on their needs we would have far more Skodas sold than BMWs, but that is not the case.

90% of purchase decisions are based on people's wants.

How do you classify people's pains?
The obvious example is the reason that people visit the doctor or dentist. People visit them either because they have a pain, or to prevent pain. In business there may be other pains, like buying a new printer, because the current one, messed up on that important document you really needed to print in a hurry!

In some instances, someone may want a new printer because; they are fed up with the pain having to walk down the corridor to get the printout from the shared printer. Is this a want or a pain? In reality it is a want, but smart marketing will stir up the pain, about the drawbacks of not having a personal printer.

So how do you take advantage of buyers NWPs?

By stirring up these three emotions! By making people who want something, feel that they can justify it with a need, and by presenting them with the downside of non-ownership or a continued pain.

And as with all good marketing, the best way to get a prospect to buy into your proposition, is to ask them questions, and since it is marketing, where you can only have a monologue with your prospects, you must help them answer the questions!

One of the best examples of these is the recent McDonald's advert during the world cup;

* "Feeling empty inside, since Ireland did not qualify for the world cup?" - Good pun here, stirring up a two pain s - regret and hunger.
* "..Then have an extra size Big-Mac tm " - thus feeding the want or in many cases Greed
* "..you owe it to yourself" - thus helping the average greedy, fat potato couch justify this massive, mega calorie heart bomb as, something they need !

Conclusion

For each of your offerings, you need to devise 3 questions in each of these categories. Questions that stir up your prospect's needs, wants and pains.

Related Articles
  How Branding Can Lead to a Business's Success...or Failure
  What Is Online MLM Residual Income?
  Help – I am being invade by social networking and internet marketing
  Internet Marketing Tips To Increase Traffic To Any Business
  Outsourcing Online Marketing: When and Why?

Article Tags: acronym, bmws, dentist, laptop computers, marketing, nappies, nwp, purchase decisions, rationale, recruitment, six pack, sums of money, tap water, target market



Related Forum Posts
Re: New SEO Seminar - Hi JBunion & samin I am confused on how your comments are helping anyone in this "Sales & Marketing" forum learn anything about internet marketing by your posts. I would like to keep this forum a place where internet business owners can learn how to do internet marketing themselves. You must have a great deal of experience in internet marketing. What things in specific (please list out) can ones only learn from experience? I feel people could learn from your experience. Can you share any of your experiences with us? I do understand there is nothing like hands on experience. Maybe you can set up a free online course for people to "experience" this. Jeff
Re: Focus groups - I'm confused. Are the t-shirts to promote your computer related business or is it a totally separate business and you want to gather info on how to make it work?
Re: A New Innovative Website Concept – What direction to take? - Dear Simon Congratulations on your business idea. I'm a little confused. Is your invention hardware or software?
Re: The best course for starting an online business - Hi Keven, I would be more than happy to share it, but I'm really confused what to share, where to start. OK, here is the greatest lesson I learned from that course. It is realted with the starting an internet business. - If you want to start your online buisness, the first thing you should do is to find you [u:1vh6vyeb]own [/u:1vh6vyeb]niche (we have talked about this in forum on another threads). What most people trying to do is to find the hottest product on the net and try to market it to make money online. It is a WRONG concept. Or most newbies join money making programs and try to teach others how to make money too. And this makes the problem (because they don't even know how to make money themselves). It is a lesson which taught a lot in my online marketing business. This first lesson is simple, but great. Orxan
Do I require Business License? - I went ahead already and formed a (C) Corp. and will attempt to form an (S) Corp for tax purposes. Thanks for the input guys but i wasn't very clear on the question itself. I was a little confused about obtaining my business lic. Because since my revenue is all Internet advertising based, there will be companies located outside of Nevada to conduct businesses with us. Now will a State Business Lic. Be sufficient or is there some kind of nationwide business lic perhaps I don’t know about. Thanks in advance


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

How to Set Sales Goals that Work

LEARNING TO HAVE FUN – EVERYDAY!

Steps For Starting A Small Business

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.