Page 116 - My Marketing Sucks Book

tracking the data of what's already happened in the past.

Let’s look at an example that demonstrates the difference between when people
WANT something versus when they NEED something. This contrast is critically
important when you are creating powerful marketing.

“I NEED a new car”.

This sentence indicates you may be getting tired with your old car. Or maybe your
old car is in the shop again and that's very frustrating to a car owner. Either way
you put yourself in the mindset that you need a new car.

The timeframe of that doesn't sound too immediate does it?

“I WANT a new car”.
Now this sentence actually sounds as though you're in the market for a new car.
Your brain is searching all of your options. Your reticular activator is in motion.
(That's the part of the brain that's always on search for things that are important

and relevant to you).
When you want something, you generally are actively pursuing a solution. You go
online looking for alternatives, options and available choices. Maybe you pop

into, or slow down, as you pass a few dealerships to see what’s out there.
The difference in your thoughts and actions are miles apart when you compare

NEED vs. WANT.
You’ll Go Broke Giving People What They Need

Here’s another one in the health and fitness world. Everyone needs a gym
membership. Because- you can get fit inside the gym, . You can improve your
health, you can improve your heart, you can improve your longevity and you

could actually tone up and get stronger.

Who doesn't need that?
But then procrastination kicks in. You know that to go the gym route, you’ve got
to commit to spending a minimum of 3 to 6 hours a week to achieve your goals.
So you make excuses. You look for a ‘magic bullet’. Many people will go down the
road of weight loss pills, a tanning membership or other ‘look better solutions’

that do not require the commitment or time it really takes to get healthy and fit.

But the other side of the coin is want.
‘I want a gym membership.’

What immediately follows is ‘What are my options?’ What types of gyms would