I’ve had enough espresso to stun a yak and I’m about to go off. So buckle up.
Today has been a day. And looks like it’s gonna be even MORE of a day with the pending war that’s about to unfold…
Don’t click a way though.
This isn’t another preachy “here’s how you 10x your dopamine” type post you’ll see all over the place.
I’m just going to lightly touch on Maslow’s Hierarchy.
Weird pyramid thingy we learnt about in school, right?
The one every self help bro brings up after their ayahuasca retreat…
Most people lately? They get stuck at the glittery bits. Wants, not needs. Sprinkles, not bread.
And it’s not even their fault, cause we all get suckered in.
IT’S THE SYSTEM or tHe aLgOrItHm
The “Hey, you’re missing out unless you buy this” dopamine drip marketing machine.
Especially the ones that have those massive fake timers that are gonna run out in 30 minutes but if you refresh the page 9 weeks later. Well well well…
It’ starts again lol.
Don’t get me wrong. We’ve all had that weird urge to buy a $97 course on underwater basket weaving because some guy with a rented Lamborghini says it’ll change your life.
Wants are easy. Wants are like sugar.
Needs?
Needs are like broccoli. They kinda try and keep us alive.
They sell wants. Wants are easy, fast, and dead on arrival.
Now like me. You’re a little cynical and with good measure.
That’s just cause we’re smarter than that.
(I mean you’re still here in my world, reading my ramblings and such)
And I know you didn’t come here for another dopamine hit. You came for the real shit…
Now he has a little thing called “Life Force 8.”
They’re eight primal needs that actually move the needle.
Survival, enjoyment of life, life extension (aka “Don’t die, maybe even have fun”)
Enjoyment of food and beverages (carbs, glorious carbs)
Freedom from fear, pain, danger (no tigers, please)
Sexual companionship (swipe right, but for your soul)
Comfortable living conditions (not a cardboard box in a hurricane)
To be superior, winning, keeping up with the Joneses (Petty? Maybe. Human? Absolutely)
Care and protection of loved ones (cue the Pixar montage)
Social approval (like this post, validate my existence)
Now, if you’re selling “wants,” what you’re really doing is renting a customer’s attention for six seconds before they bounce to the next shiny thing.
But if you sell to their needs?
You’ve got them.
Not just for a day. Not just for a Black Friday blitz.
You become a staple. You become the bread, not the sprinkles.
Here’s a quick scene:
Customer A: Buys your course because it’s “trending.” Never opens it. Maybe uses it as a coaster for their third coffee of the day.
Customer B: Buys your solution because it solves an actual pain point. They stick. They stay. They tell their friends. (Maybe even their therapist)
You want the second one. The ride or die. The “holy hell, where has this been all my life” customer.
Going after needs wins every time.
You get more retention. Nobody ditches oxygen, right?
You get loyalty. Because you actually solved something real.
You get referrals. Real impact? People talk. (Sometimes too much. But, hey, free marketing and such)
So if I had to slap it together as some sort of writing advice and/or marketing shiz in bullet point list format it’d be something like this:
Wants = fidget spinner.
Needs = running water.
Wants = sugar rush.
Needs = complex carbs.
Wants = one night stand.
Needs = messy, real, “help me bury a body” type marriage.
You get the idea.
So next time you’re crafting your pitch, your offer, your “Hey, buy this thing!” email…
Ask yourself. Are you selling sprinkles, or are you selling bread?
Sell the bread.
Be the bread.
Or at least a damn good sandwich.
Stephen Walker.