Messages for people

Personalising or ‘humanising’ marketing communications is a great way to support successful campaigns and improve return – though often (particularly in B2B marketing) more product-centric messages are used instead.
 

By understanding what motivates people, marketers can appeal to them on a more compelling level. A classic psychology model developed by Maslow in 1943 stated that people are motivated to achieve certain needs, in the following hierarchy: 

 

An example of how this could translate into B2B marketing messages would be:

• Self-actualisation  - We understand your unique traits and goals
• Esteem – We will help you become more successful
• Social – Join in with what (insert number) others are doing
• Safety –  Our solutions are low risk
• Physiological – Our product is guaranteed to work as described