Have you seen The Wolf of Wall Street?
If not, see it now. It is one of the truly great movies of the past ten years.
If you have seen it, you might recall the scene where Jordan Belfort (Leo DiCaprio) challenges his partners to sell him a pen. Someone mumbles something about the benefits of the pen, how comfortable it is to hold. Someone else goes on about how amazing the ink in the pen is. Needless to say, those pitches fail to close the deal by being feeble and uninteresting. Finally, someone lifts a napkin and asks Belfort to write his name on it. That guy sells the pen by creating a demand and without even mentioning the product itself.
And that is precisely how you do your most efficient marketing.
But most of the time, you won’t be creating a demand. You will be tapping into an already existing need.
This goes back to the advertising adage that people like to talk about themselves, and to first and foremost learn about things that relate to them. Marketers who base their marketing discussions on things their customers need, instead of things they would like to say about themselves, find success in two ways (at least).
First, they have gained the interest and attention of their customer (and we all know that isn’t easy). Second, they have positioned themselves as knowledgeable of the field in question - and with a will and ability to provide the remedy to the problem.
The way to work this is to make sure you fully understand what benefits your product provides, and then seeing how those benefits sync with the needs of your prospective customers. When you locate a match, your chances of creating (or stimulating) a desire are radically heightened.
Even the most persuasive mouth-to-mouth advertising has nothing on the power of conviction brought on by discovering a desire on your own.