The 1 Secret That Guarantees People Will Buy What You’re Selling…
Ever wonder why some products seem to sell effortlessly while others struggle to get noticed? The secret isn’t in creating demand out of thin air—it’s in tapping into desires that already exist. People don’t wake up one day suddenly wanting something completely new; instead, they have deep-seated needs and wants that have been around forever. The trick is figuring out how to connect what you’re offering to what they already crave.
Desires Drive Everything
Think about it—humans have always wanted things like love, success, security, better health, and adventure. These desires don’t change. What does change is how people satisfy them. A hundred years ago, if you wanted to connect with a long-distance friend, you’d write a letter. Then came the telephone, then email, and now we have instant messaging and social media. The need to stay connected never went away; the tools just evolved.
This is why businesses that succeed aren’t necessarily creating new needs. They’re simply offering better, easier, or more exciting ways to meet existing ones. If you’ve ever seen a brand take off seemingly overnight, chances are it didn’t create a brand-new desire—it just positioned itself as the best way to fulfill one.
Let’s take another example: transportation. Humans have always needed to move from one place to another. We started with walking, then moved to horses, bicycles, cars, planes, and now electric vehicles and even self-driving cars. The core desire—to get somewhere faster and more comfortably—has remained the same. The products that win are the ones that promise to satisfy that need better than what came before.
Marketing is About Directing Desire, Not Creating It
One of the biggest mistakes businesses make is assuming they need to educate people into wanting something. The truth? People already want things. The job of marketing is to show them why a particular product or service is the best way to get what they already desire.
Take fitness products, for example. People have always wanted to look and feel good. A new weight loss supplement doesn’t need to convince people they should lose weight—it just needs to convince them that this product is the easiest, fastest, or most effective way to do it.
Look at the beauty industry. People have always desired youth, attractiveness, and confidence. Makeup, skincare, plastic surgery, and even digital beauty filters all cater to this same desire. The way these products are marketed focuses not on creating demand, but on positioning their solution as the best way to achieve the outcome people already seek.
The Five Levels of Market Awareness
The way people respond to a product depends on how much they already know about it. Some people are actively searching for a solution, while others aren’t even aware they have a problem. This means marketing messages need to be tailored based on where someone is in their journey.
Ready to Buy – These people already know about a product and just need a final push to buy it. They might be looking for a discount, a testimonial, or a reason to act now.
Considering Options – They know solutions exist but aren’t sure which one is right for them. They need comparisons, reviews, and clear differentiators to help them choose.
Looking for a Fix – They know they have a problem but don’t know much about possible solutions. They need education on how to solve their issue and why your product is the best option.
Not Aware Yet – They have a problem but haven’t realized it or don’t see it as urgent. This requires storytelling, relatable pain points, and sometimes even a little agitation to make them aware of their need.
Completely Unaware – They don’t even know they should care about this yet. This group needs an introduction to why this matters to them before they’ll even consider a solution.
The more aware someone is, the more direct a marketing message can be. If they’re ready to buy, a simple “Click here to order” works. If they don’t even know they have a problem, they need a story, education, or a compelling hook to grab their attention.
For example, if someone is actively searching for "best running shoes for marathons," they’re already deep in the decision-making process. A marketing message targeting them should focus on why a specific running shoe is the best choice. However, if someone hasn’t yet considered running as part of their lifestyle, the marketing approach needs to be different—perhaps focusing on the benefits of running in general before even introducing the product.
How Businesses Can Apply This Idea
Instead of trying to create demand, the best approach is to tap into existing desires and frame a product as the ultimate way to satisfy them. Here’s how businesses can do this effectively:
Identify the Core Desire Behind Your Product
Ask yourself: What fundamental human need does this fulfill? Is it the need for safety, status, love, convenience, or something else? Once you identify the core desire, align your messaging to highlight how your product fulfills it better than anything else.Speak to the Right Awareness Level
A person who is already looking for your product needs a different message than someone who doesn’t yet realize they need it. Tailor your marketing to meet people where they are. For highly aware customers, focus on differentiation. For less aware customers, educate them on why they need a solution in the first place.Use Emotion to Drive Action
People buy based on emotions and justify their decisions with logic. Effective marketing connects emotionally first—through storytelling, relatable pain points, or aspirations—before providing logical reasons to support the purchase.Make It Easy to Say Yes
The less effort it takes to see how your product satisfies a desire, the better. Use clear, compelling messaging, social proof (like testimonials and reviews), and remove friction in the buying process to make it as easy as possible for someone to take action.Show, Don’t Just Tell
Instead of just saying your product is the best, prove it. Demonstrations, before-and-after results, real customer experiences, and compelling stories help bridge the gap between desire and action.
Why This Matters More Than Ever
In today’s digital world, people are bombarded with marketing messages every day. The businesses that stand out aren’t the ones shouting the loudest but the ones that deeply understand what their audience wants and craft messages that connect with those desires.
Think about brands that have exploded in popularity—like Tesla, Peloton, or Airbnb. They didn’t invent new desires. Tesla taps into the desire for innovation and environmental consciousness while still offering the status symbol of a luxury car. Peloton taps into the desire for fitness and community. Airbnb taps into the love for travel and unique experiences. These brands didn’t create new needs; they just provided a new and compelling way to meet them.
The next time you see a product go viral or a brand take off seemingly overnight, look closer. Chances are, it didn’t invent a new desire—it just positioned itself as the best way to fulfill one.
And if you’re building a business or launching a product, remember this: You don’t have to convince people to want something. They already want it. Your job is to show them why your product is the perfect way to get what they’ve been looking for all along.