Our Need For Recognition

I recently read a psychology report where it said that a person's biggest need is that for recognition.

Build your Recognition

Why do we have such a need to be recognized?

It goes hand in hand with our need to be defined. Who are we and where do we fit in?

This need for definition is very powerful and rarely discussed, but it is nonetheless universal, and an ability to tap into it is often the genesis of a very compelling ad campaign.

Our need for definition influences the cars we drive, the clothes we wear, the beer we drink (or wine) and the houses we live in.

As we know effective advertising speaks to a person's specific need. I have come to realize that our need for definition is perhaps the most compelling need felt by individuals in our society today. Most of our purchases are a form of self-expression, and we tend to buy things we identify with.

Let me give you an example.

I remember deciding to buy my first proper dress watch. When I walked into the watch store I browsed over the range they had and looked up to find a big poster for Seiko watches reading, "Now is the time to act."

My bond with Seiko was immediate. Any watch brand that understands the value of taking action and therefore control of your own life is my kind of watch. I have noticed Seiko in stores before but never thought of getting one. Care to guess what my last three watches have been? Yep, Seiko.

In a small way I feel connected with Seiko. Even though it's small, it's still a lot more than I have with other watch brands. Seiko was bold enough to "tell" people to act, and they gained a customer. I know there are tons of watches that are equally as good, but I'll probably always be a Seiko man.

Like me, all people have the need for definition, and the companies that help customers best define themselves are the most powerful.

Do you think I'm crazy? Believe me, every customer you have is crazy. Tap into the lunacy and watch your sales skyrocket.

•      Martin
  

Your recognition starts now!