A deeper undertanding about customers needs with Murray`s philosophy.
To use these, go through each of the ‘needs’ below and and write down how the product fulfills that need. Many may not apply, so you can skip them. At the bottom of this note I posted an example of how I used it to create my sales letter for Just Be Productive.
Murray’s Psychogenic Needs
Need & Definition
To surrender and submit to others, accept blame and punishment. To enjoy pain and misfortune.
To accomplish difficult tasks, overcoming obstacles and becoming expert.
To be close and loyal to another person, pleasing them and winning their friendship and attention.
To forcefully overcome an opponent, controlling, taking revenge or punishing them.
To break free from constraints, resisting coercion and dominating authority. To be irresponsible and independent.
To make up for failure by trying again, seeking pridefully to overcome obstacles.
To defend oneself against attack or blame, hiding any failure of the self.
To admire a superior person, praising them and yielding to them and following their rules.
To control one’s environment, controlling other people through command or subtle persuasion
To impress others through one’s actions and words, even if these are shocking.
11 Harm avoidance
To escape or avoid pain, injury and death.
To avoid being humiliated or embarrassed.
To help the helpless, feeding them and keeping them from danger.
To make things clean, neat and tidy.
To have fun, laugh and relax, enjoying oneself.
To separate oneself from a negatively viewed object or person, excluding or abandoning it.
To seek out and enjoy sensual experiences.
To form relationships that lead to sexual intercourse.
To have one’s needs satisfied by someone or something. Includes being loved, nursed, helped, forgiven and consoled. Also something that adds convenience, or peace of mind.
To be curious, ask questions, find answers and learn.