The various other day ns was city hall the movie Robots with my kids, and one the the an essential characters utters the phrase…

“See A Need, to fill A Need”

If you’re not familiar with the movie, here’s the clip.

You are watching: See a need fill a need

And when there’s no denying that’s good advice because that product development, that’s horrible advice for anybody trying to persuade civilization to buy their product.

Sounds counterintuitive, doesn’t it?

Let me illustrate something you’ve most likely noticed…

“Isn’t that Crazy how $1000 iPhones prevent Working after One Year?”


Said nobody ever.

But that would certainly make an ext sense, wouldn’t it?

It would at least explain why every September millions of human being anticipate v excitement the opportunity to shell out part dough because that a new iPhone.

$1000 worth of dough…


All because that a piece of aluminum and glass the is only slightly better than the $1000 item of aluminum and also glass castle bought the vault September.

How can Your business Capture that Level of Excitement?

Everybody could use the level the fanaticism to apologize enjoys from its customers–this is what made them among the world’s biggest companies.

But you’ll never gain there by seeing a need and also filling a need.

Consider Apple’s iPhone: Is the able to execute things various other smartphones can’t?

Does it to fill some certain function-gap that exists in the smartphone industry?

No, not really.

If you’re in doubt, inspect out OpenSignal’s infographic on how numerous different Android smartphones are out there, all completing with Apple for market-share.

(Each tile represents a various Android call model):


It’s difficult to imagine the iPhone fills a gap these 18,796 Android phones don’t.

So how deserve to we explain what’s walking on with Apple, or with other assets whose pan defy logic v their level the ferocious loyalty?

I have response that might surprise you, but before we obtain there, let’s talk about what many businesses do.

This Is What most Businesses gain Wrong

When many businesses industry their products, they spend way too much time selling the wrong thing… the product.

Here’s just how Most suppliers Sell Their Products…

Let’s look at some non-smartphone examples.

The very first example is taken indigenous the Macy’s stimulate page, and also is how most carriers showcase their products. This is a Calvin Klein blazer available at Macy’s.


The web page is usually saying, “Hey folks, we have jackets. They’ve acquired two buttons and stuff. Offer me money if the fits and you desire it.”

That’s fine.

It’s simply fine.

It’s what everyone does.

Here’s A more Inspired Approach…

Why continue to be with the boring, mooing herd when you have the right to really stand out?

One of my favorite characters from Seinfeld to be J. Peterman… i loved the character because the descriptions in the genuine Peterman catalogues jump off the page.

(Imagine that: copy so good that you knife a legendary place in among the many successful network shows of all time.)

If you want a stark difference with Macy’s page, J. Peterman’s copy describing its variation of the two-button blazer can not be a an ext jarring contrast:


Why continue to be with a boring summary when you have the right to make the product around the buyer?

Few things space as powerful and memorable as stories, and also J. Peterman’s copywriters are masters.

Macy’s is peddling jackets… Peterman is providing dreams.

What perform you think is more powerful?

People space Interested In Themselves…

I’m walking to it is in blunt and share the cold difficult truth: human being don’t care around your product.

People want to recognize what they’re walking to acquire out the it.

When thinking around a purchase, deep under prospects room asking themselves:

Will ns be cooler?Will it make me richer?Will it do me look at like ns richer?Will ns look smarter?Will i look–or feel–sexier?

Thinking about our J. Peterman example: if you deserve to insert an interesting aspirational story around a powerful, successful, confident woman, and somehow connect that story to wearing a specific jacket, perform you think the woman that buys the garment is walking to feel a tiny different when she slips the jacket on?

Will the story that grabbed her attention pop right into her head as she procedures out of the car and also walks right into the Monday morning meeting, all eyes top top her as she will the head that the table?

You bet it will.

Whatever desires live deep down and also are seldom let the end to watch the irradiate of day… the desire that space never mutual with girlfriend or spouses… will turn someone into a rabid action-taker if the flames the those covert ‘wants’ are fanned in the appropriate way.

That’s what Peterman is doing in his two-button blazer description. That’s what Apple master in that is long, choreographed product launches.

And as such we’re going to create a new mantra…

See a want, fill a want.

So easy…

So simple…

So hardly ever done. (Until now!)

So What Next?

As us saw with the Macy’s instance (and countless others if girlfriend take 2nd to think about it), enterprise tend gain it wrong and also market come a client’s needs. Castle flop their commodities out there, slap on a description and a price, and send traffic to the page, crossing your fingers that this will be your next large hit.

Knowing that the biggest thing you can supply is a vision of exactly how your clients watch themselves together they expect to be… that’s whereby the strength is.

So, here’s a quick malfunction of just how to obtain this done:

Talk to her customers and prospects.Understand her clients at a deep, emotionally level.How have the right to your product assist your clients come to be (or relocate toward) the aspirational vision they watch for themselves?Create sales copy for your product based upon the answer come item 2.Deliver what her clients want… and also what castle need.Keep talking to her clients and prospects… rinse… repeat.

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If it’s one interesting enough topic for you, I’ll go thorough into the actions in the above checklist. Just remember, most civilization think that themselves prior to anything else, for this reason needs regularly play second-fiddle to wants. Just keep that in mind once you’re developing your marketing campaigns, web copy, and email sequences, and also I promise you’ll an alert a difference.