Appealing directly to one or more of Maslow’s Hierarchy of Needs

is how a client is persuaded to purchase a product or a service.  Maslow’s hierarchy is a high yielding psychological approach to marketing.

Abraham Harold Maslow

was a psychologist who studied positive human qualities.  The five needs that are included in his pyramid model, from bottom to top, include: physiological, safety, love/belonging, self-esteem, and self-actualization.  And as man’s primary needs are met at the bottom level, then he can then move up to the next level and on to the next. Human behavior and decision-making are based on one of these five levels in the hierarchy.

In marketing…

non-essential services like a spa service, a manicure and pedicure service may be marketed to those that are on the level of self-esteem.  Marketing these types of services to those that are in the bottom level of Maslow’s needs of physiological, or safety will not be effective or successful.  Think about it:  Why the need of a spa service when there is a lack of basic needs such as food, shelter, employment.

A marketer will be more successful if he appeals to the customers’ needs.  Take into consideration their level of needs as it is in Maslow’s pyramid. And of course, your target market does not remain in the same level of needs; therefore, it is recommended that you perform periodic evaluations of your content strategy.