Marketing 101 Lack or Deficit

 

Marketing 101 Lack or Deficit

 

Become aware of a perceived need, want or desire – try to understand the human being as a person who will only seek to satisfy a need, want or desire when they believe there is a lack of or deficit at a specific character trait or characteristic. In order to provide them a solution to this lack of or deficit we must first understand it and then understand the motive behind its satisfaction or fulfillment. What do people intend to satisfy?

 

Lack of deficit creates need, desire or wants thus creating motivation for satisfaction.

 

Our job is to help people understand or come to a realization that they need or lack something that is a requirement for them in their effort to present themselves to the world.

 

So now we have the world and men’s standards being set.

 

This is important when considering the lack of or deficit.

 

What we need to do is demonstrate to a person that the standard they have set for themselves or which they perceive to be acceptable to themselves is below that which is a required standard set by society as a whole.

 

All man has to do, a marketer or advertising person has to do is create the illusion of a societal standard set higher than is already acceptable to s person.

 

For example, you are never pretty enough, fit enough, smart enough, attractive enough.

 

If you are selling fitness equipment, show a standard of an extremely fit man or woman, beauty aids – a beautiful man or woman. An advertiser knows that in order to create the illusion of a deficit or lack of and thus a perceived need they just need to set the standards so high that no one perceives they match up, are fulfilled, satisfied, acceptable as they are.

 

They must want or believe they need to have more, be more, do more experience more, work more, and play more, vacation more.

 

Advertisers are in the business of selling you on wanting, needing and having more of this or that.

 

In reality we don’t need this or that, the Lord asks us to be content with what we have, not be envious or covet our neighbor’s house, their spouse or anything they have – this is the 10^th commandment.

Advertisers see it different once we have set the standard so high that everyone is in lack of perceived need of we express how our product or service with satisfy their perceive need, want or desire.

 

It order to do this, they must come to a complete understanding of the benefits of our product or service.

 

They must also come to a complete realization that the product or service we are offering will meet or exceed their expectation of the satisfaction or fulfillment of their need.

 

Advertisers their market or advertise at the most basic if human instinct as it relates to their product or service the easier they make it for to understand the benefits of their product the more likely we are to purchase their product.

 

The company is then responsible for making the product accessible to the market.

 

Role of an advertiser

 

-       Create the illusion of a lack or deficit of a specific character trait of characteristic by setting a societal standard so high that no one accepts his/her present state or condition.

-       This leaves a person with fear, uncertainty and doubt (FUD) about their ability to present an image or function in a manner which is both acceptable and reasonable to society.

-       This leaves them in a perceived state of need, want and desire to fill the void or satisfy the perceived lack of or deficit of this characteristic or trait.

 

This is primarily done with images (sight) and sound. Our two greatest receptors of outside stimuli are our eyes and our ears. Advertisers send messages to us through these two mediums.

 

-       A person then sets about attempting to satisfy or fulfill that perceived need, want, desire.

-       The advertisers then present their product in the best possible light, demonstrating by use or purchase of their products or services that your needs will be met. They do this by demonstrating the benefits if their product at the most basic level of human instinct and understanding. Fulfillment of perceived need.

-       Lastly they have to make the product easily assessable and with perceived affordability. In other words, the price you pay is less than the value you will receive by owning the particular product or service. People will pay only as much as they perceive they are receiving full or greater value. It is the role of the marketers or advertisers to demonstrate that the price paid for the product is less than the value they will receive when their need or desire is ultimately fulfilled. Perceived value, price paid is critical because people will not pay more for a product than they perceive the value is worth to them, it is all a matter of perception.

 

Perception – the act, process or result of perceiving. The ability to perceive, understanding or insight.

 

Perceive – to become aware of directly by the senses especially to see or hear. To achieve awareness of or understanding.

 

Value – worth in importance or usefulness to the possessor. To rate according to usefulness, importance or worth. An amount regarded as a fair equivalent for something – goods or services.

 

Worth – the quality of something that gives value or usefulness, the monetary value of something.

 

-       The job of the advertiser us to bring to light in the minds of its consumers that the amount paid for their product exceeds its perceived value or worth.

-       Product or service bought. People will pay whatever price they deem acceptable for a product or service they believe will successfully satisfy a perceived need want or desire die to a deficit or lack of or an acceptable character trait or characteristic set by the standards of men.

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-       That is it in a nutshell. What do we have to do?

 

1.    set the standards

2.    demonstrate bring to light and understanding a deficit to the standard

3.    create a need want or desire

4.    present the product/service or solution to the best possible light so as to demonstrate

a.     the product or service, solution

b.    benefit of ownership

c.     fulfillment if needs, want or desire (benefits)

d.    price paid is lower than perceived value

5.    Make the product easily assessable for consumption.

 

Illusion is very important – a mistaken perception of reality. A false belief, misconception.

 

When you are in sales it is important to come across subtly – difficult to direct or analyze. Barely perceptible. Sly, crafty, expert, skillful.

 

You don’t want to hit someone in the face or over the head. It is important to lead people into believing they are the one that came up with the idea that they figured out their lack their need and now it is up to you to show then the benefits and the affordability of your product or service.

 

Thank you Heavenly Father for the insight you provided me today. Every day I have faith that you will continue to provide me further wisdom, truth, light, knowledge and understanding and every day you do – thank you.

 

I thank you for the Holy Spirit and for, me and my house will live in accordance with the standards you set and not by the standards set by men.

 

 Praise to you Lord Jesus Christ.

 

Amen.