Abraham Maslow was a psychologist who developed a hierarchical pyramid to explain and classify universal human needs. If you are a business owner, take a look at Maslow’s pyramid and try to figure out what people really need out of life. How can you use this to your advantage in marketing your product? Find out what category of the hierarchy your product falls into, and advertising to your target market will be much more effective if you appeal to that need.

The first level of Maslow’s hierarchy deals with physiological needs. These are the most basic necessities that humans require to survive. Food, water, shelter, and oxygen all fall into this category, along with sleep, activity and other inevitable human functions.

If your offering is necessary to humanity, then you have to find a way to get people to purchase your item and not that of someone else. What would make people more inclined to purchase a food item from you instead of someone else? Your item must be differentiated, by being better tasting, a better value, in a better atmosphere… something. Your offering must be something special in order for a person to pick your item.

The level after that is safety and security. Watch television for a moment, and keep track of the ads for security systems and financial security planning. Does your product appeal to the need for safety and security? Addressing these needs can appeal to the emotions of your potential customers.

Maslow’s pyramid maintains that love and belonging is the third basic human need. Everyone can relate to the longing for intimacy, whether among friends, family members, or a significant other. If you own a personals web page or singles club, use this knowledge to your advantage. Make sure to play up the social benefits and increased levels of friendship they will gain by using your service, and cite user testimonials. Reading real peoples’ positive feedback is a decision-maker for most potential customers.

Maslow’s fourth level of needs involves one’s esteem. People need to feel that they are valued by others. They want to have a strong self esteem and know that other people respect them. If a person involves himself in an activity with others, then he can build esteem with his contribution.

This makes me remember an old shampoo advertisement that once aired on TV. A gorgeous actress with beautiful, silky hair glides through an office building, drawing everyone’s attention. She finally goes into the board room, where a meeting is taking place, and remarks that she isn’t in fact a resident employee - all the fuss is caused by her beautiful hair.

Self-actualization is the last tier of Maslow’s hierarchy. For anyone that has heard the slogan of the U.S. Army, or “Be all that you can be”, you have actually heard an appeal to the human need of self-actualization. Approaching people at this tier of Maslow’s hierarchy involves an invitation to them to live up to their potential as a solid, hard working, part of society.

Appealing to the needs of your customers can be a great way to grab the attention of your customers, as long as you remember to be responsible about it. Be aware of the psychological motivators being used on you and determine the right ones to use to convince prospects to try your product or service.

Daiv Russell is a management and marketing consultant with Envision Web Promotion. Read more Articles about Management, learn about Abraham Maslow and Maslows hierachy of needs.