You’ve probably come across Maslow’s Hierarchy of Needs before, that little triangle that starts with basic survival and moves up to self-actualisation.
What does that have to do with marketing?
Everything.
Every customer you’re trying to reach is somewhere on that pyramid.
- If they’re buying a security service – they’re focused on safety.
- If they’re booking a course – they’re seeking esteem or growth.
- If they’re choosing a brand because of its values – they’re aiming for identity, or self-actualisation.
And the more uncertain that this crazy world starts to feel – economically, socially, personally – the more important this framework becomes.
People don’t buy products. They buy solutions to needs they might not even know they have.
So your job as a marketer or business owner isn’t just to list features.
Maslow will help you to figure out:
Where is this person on the pyramid, and how you can offer help to meet that need
In simple terms if your message doesn’t match where they are, it won’t land because you’ll be talking about lifestyle when they’re worried about cost for example or selling freedom when what they want is control.
Maslow isn’t just a theory – it’s a tool and a great one at that!
