Psychologist Abraham Maslow came up with a theory which described the hierarchy of human needs. Whether or not your product is essential to human survival, it will fall into one of the categories in Maslow's hierarchy of needs. If you know which of these needs you should market to, it will be that much easier.

The first level of Maslow's hierarchy deals with physiological needs. These are the most basic necessities that humans require to survive. Food, water, shelter, and oxygen all fall into this category, along with sleep, activity and other inevitable human functions.

The main problem with selling a product comes when it has to do with the basic need. If everyone is selling the same product, your goal is to get the customers to come to you. In order to influence you customers decision you need to emphasize what is so special about your product. For example, everyone needs food. If you own a restaurant you need to stress to the customer why your restaurant is more special than the one next door. A few ways to do this is to offer better prices, a more comfortable environment, better quality, and faster services.

The level after that is safety and security. Watch television for a moment, and keep track of the ads for security systems and financial security planning. Does your product appeal to the need for safety and security? Addressing these needs can appeal to the emotions of your potential customers.

Love and belonging make up the third tier of Maslow's hierarchy. We would all like to be closer to loved ones. We would all like to have more friends. Some of us would like to find someone special to share our life with. Owning a club or a personals website means that you must try to appeal to these inner desires. Tell people how successful they can be in these areas using your site, or club. Don't do all the work; publish testimonials from previous customers who found your service useful. A testimonial is a powerful tool for picking up new customers.

Maslow's next area of human need deals with esteem. One area of esteem needs calls for recognition from others, status, attention, and recognition. The other area hits a little closer to the self, involving self-respect, confidence, competence, independence and achievement.

I recall a television advertisement in which the female star of the commercial trots into an office building with all eyes firmly planted on her as the workers stare with amazement. She then proceeds to waltz into a boardroom and exclaims that she isnt even an employee of the firm and all the added attention is due to her use of this particular shampoo product.

Self-actualization is the last tier of Maslow's hierarchy. For anyone that has heard the slogan of the U.S. Army, or "Be all that you can be", you have actually heard an appeal to the human need of self-actualization. Approaching people at this tier of Maslow's hierarchy involves an invitation to them to live up to their potential as a solid, hard working, part of society.

Appealing to your customers' desires in a responsible manner is a great way to pique their interest in what you have to offer. Potential customers can be persuaded to try your product or service once you become aware of how to leverage psychological motivators to woo your prospects.

Daiv Russell is a marketing and management consultant with Envision Web Promotion. Read more Articles about Small Business Management, learn about Abraham Harold Maslow and Maslows hierarchy of needs.

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