I make and sell handmade jewelry. The thing about selling a non-necessity like jewelery is, well… it’s a non-necessity. No one ever really NEEDS a new necklace or pair of earrings. Come to think of it, most people don’t really NEED a new smart phone, pair of dress shoes, or package of cookies either. Turns out, people buy a lot of things they don’t really need.
When people want something badly enough, they will convince themselves they do in fact NEED said thing. It’s up to the sellers to convince their potential customers that they want what they have to offer.
Susan Smith WANTS to go on a vacation. She sees some brochures and advertisements for a cruise line deal and these images and messages further deepen her want for the vacation. Eventually, the presence of these advertisements make it more and more likely that Susan will convince herself that she not only WANTS this vacation, but NEEDS it. She will tell herself that she has been working way too hard lately, and could use a break. She will convince herself that a vacation would be just the thing to reboot herself, and she would return feeling more productive and ready than ever.
In the above example, the cruise line company increased Susan’s desire for a vacation by placing their ads in front of her often enough for their message to sink in.
Relax. Enjoy. Take a break. You need this.
Susan is the company’s target audience (working, upper-middle class income, with vacation time to utilize.) The marketing campaign of the cruise line turned Susan’s original want into a specific NEED for their product. Susan no longer just wanted a break from work, but to go on a cruise during her time off.
Consider the above example when promoting your own products.
When marketing your products, be they jewelry, bath and body, or baked goods, market your items in such a way that places the emphasis on WHY someone would want them. Discern what your target audience’s desire is, and explain to them how your product fulfills that desire. Turn your non-necessary items into the solution to a problem.