Needs v. Wants: Why ignoring client wants is the worst thing you can do. скачать в хорошем качестве

Needs v. Wants: Why ignoring client wants is the worst thing you can do.

Most B2B brands only market what they sell. The smart ones also market how clients want to feel. Here's how to do both. Your customers have needs—the stuff that shows up on invoices. But they also have wants—the way they want to feel after working with you. If your brand messaging only addresses the first one, you're leaving a massive competitive advantage on the table. In this video, I break down the difference between needs and wants in brand marketing, show you real examples (including FedEx's iconic campaign and HubSpot's "Grow Better" repositioning), and give you practical ways to uncover the emotional drivers your customers aren't telling you about—from social listening and win/loss analyses to simply examining your own buying habits. Whether you're a founder, CEO, or marketing leader at a small to mid-sized company, this is the shift that separates forgettable brands from the ones people actually choose. ⏱️ TIMESTAMPS 0:03 — The FedEx ad that nailed it 1:05 — What are Needs vs. Wants? 1:40 — Why feelings matter in B2B (yes, really) 2:08 — The car analogy that makes it click 4:06 — Why you need both 5:15 — HubSpot's "Grow Better" case study 7:00 — How to find your customers' emotional drivers 8:58 — The easiest place to start 🔗 FREE RESOURCE DIY Messaging Audit Guide — Examine your own messaging for the balance between needs and wants: https://spencerbrenneman.com/diy-mess... 📚 MENTIONED IN THIS VIDEO "List Bump: Lists of Actionable Insights for Better Branding, Messaging, and Marketing" by Douglas Spencer 🌐 CONNECT Website: https://spencerbrenneman.com/ LinkedIn:   / douglasspencer   👋 ABOUT I'm Douglas Spencer—with 30+ years helping organizations from Thomson Reuters to social enterprises build messaging that drives growth, secures funding, and creates lasting relationships. Every week on Spencer on Brand, you get practical brand strategy insights you can use immediately. With some laughs along the way. SUBSCRIBE for weekly videos on brand strategy, strategic messaging, and building a brand people actually remember.