Should you use NWP (not to be confused with NLP) in your business marketing?
Should you use NWP (not to be confused with NLP) in your business marketing?
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.
Should you use NWP not to be confused with NLP in your business marketing - To learn more about this author, visit Peter Lawless's Website.
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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.
Should you use NWP not to be confused with NLP in your business marketing - To learn more about this author, visit Peter Lawless's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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