Do Customers Need Your Products to Survive?

Now more than ever, shoppers gravitate toward items designed to appeal to their survival instinct.

This has always been the case, according to marketing and branding expert Donald Miller. Human beings have evolved to prioritize their own longevity and success. Even people who have financial security are subconsciously drawn to products and tools that can help them find food, safety, and lasting relationships.

It’s important to recognize your customers’ needs. This process begins with understanding the problems that customers face, including anything that prevents them from achieving their goals. Companies that fail to explain how their products help customers solve problems and find happiness risk looking inessential to prospective buyers. In contrast, companies that strive to understand their customers and what motivates them can create more effective ads that drive sales up.

Ready to tell a story about your business that really speaks to people? Start with our Instaread on Building a StoryBrand.

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