Five things customers want

On CopyBlogger today Sean Jackson wrote about five things that customers want:

  1. Ease
  2. Physical comfort
  3. Mental stimulation
  4. Identity reinforcement
  5. Social acknowledgement

How does this resonate with you? What are your thoughts on how this can be applied to Logos?

For those into behavioral theory, how does this stack up against Maslow’s Hierarchy of Needs?

Join the conversation!


  1. Brandon Rappuhn says

    Identity reinforcement comes in the form of copy written directly to the audience of that specific product. For Noet and Catholic products, having copy that uses familiar terms and acknowledges movements and discussions within those groups provides extremely strong identity reinforcement.
    Social acknowledgment is achieved through providing customers a space to speak, whether it be comments on Facebook posts, the Forums, or ratings and reviews on product pages. It’s almost a self-serving, self-satisfying form of user engagement–all we have to do is make the space available for customers to take advantage. Personally, I would love to see a campaign that encourages and rewards customers who provide ratings and reviews on product pages. It would not only make our product pages more appealing to potential buyers, but makes the customers who leave ratings feel valued inasmuch as having their opinion heard & being rewarded for it.

  2. Physical comfort is a tough sell for a software company. But this need can be closely compared to the aesthetic value that our design teams integrates into our product. Our customer’s eyes need to be comfortable working in Logos, and when we pitch them a good looking product, they literally feel physically better about buying it.

    I think we have championed the other 4 “needs” very well, almost by default. Our products are identity-enforcing in and of themselves; books have messages that are aligned with certain philosophies and self-images, hence the different kinds of departments that exists for targeting different Christian audiences (i.e. Catholic, Orthodox, Lutheran etc.)

    We might want to be careful exploiting things like identity reinforcement and social acknowledgment though. In an ironic turn, the very content we are selling is often juxtaposed to the kind of marketing ethos that we inhabit. (Jackson’s final point was that we want to sell things people they want, not need. But so much of the content we sell here at Logos—basic Christian principles—preach a message of acquiring what is needed, not wanted.) This may be more of a company identity/methodological topic for a different day though.

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