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

1 Abasement

To surrender and submit to others, accept blame and punishment. To enjoy pain and misfortune.

2 Achievement

To accomplish difficult tasks, overcoming obstacles and becoming expert.

3 Affiliation

To be close and loyal to another person, pleasing them and winning their friendship and attention.

4 Aggression

To forcefully overcome an opponent, controlling, taking revenge or punishing them.

5 Autonomy

To break free from constraints, resisting coercion and dominating authority. To be irresponsible and independent.

6 Counteraction

To make up for failure by trying again, seeking pridefully to overcome obstacles.

7 Defendance

To defend oneself against attack or blame, hiding any failure of the self.

8 Deference

To admire a superior person, praising them and yielding to them and following their rules.

9 Dominance

To control one’s environment, controlling other people through command or subtle persuasion

10 Exhibition

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.

12 Infavoidance

To avoid being humiliated or embarrassed.

13 Nurturance

To help the helpless, feeding them and keeping them from danger.

14 Order

To make things clean, neat and tidy.

15 Play

To have fun, laugh and relax, enjoying oneself.

16 Rejection

To separate oneself from a negatively viewed object or person, excluding or abandoning it.

17 Sentience

To seek out and enjoy sensual experiences.

18 Sex

To form relationships that lead to sexual intercourse.

19 Succourance

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.

20 Understanding

To be curious, ask questions, find answers and learn.

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