My experience with Need vs. Want in our product choice and marketing.
I have noticed in real life the difference in sales on my site between products that address a need or solve a problem and those that are just random products.
We are taught to address people's NEEDS and very strong desires in choosing which products we promote and in our marketing. If we promote products that address people's needs and strong desires we will have much higher conversions than just offering random products. Do you want just another pill or supplement like millions of others or do you want THE SOLUTION to a health problem? If people see an opportunity to find a solution to a specific problem they are much more likely to want to try it. If it is just another bottle of pills, then they won't even give your review a second glance because it blends right in.
On my site about cat and dog health and behavior products, I have seen the products that provide a solution to a problem and therefore address a NEED sell, whereas the others don't. My posts on toys, cat bowls etc. do not get any sales. I actually put a lot of time into these. For example I address different materials of bowls, size, having a bottom with traction, having a flat bottom so water doesn't slosh out, ease of cleaning, cost, reviews etc. etc. But, when it comes right down to it, you can use all kinds of things to put your cat food and water in! You don't NEED my review or the products in it.
On the other hand if you have a cat or dog with horrible breath and needing anesthesia at the veterinarian to have teeth cleaned or extracted you might feel more strongly about trying something to fix their teeth. If you have a pet sick all the time you may feel the NEED to find a solution. If your cat is spraying or peeing on your clothes or bedding or carpet you will surely feel a need to stop it! I am not promoting anything here and held off posting this for a long time since I was afraid someone would mark this as spam for self promotion but I am trying to make an important point. Addressing a need gets much better conversion than a minor want or just a curiosity. The posts where I review these products make sales. People are glad to hear of personally tested products that actually work to address their needs.
Keep that in mind if you are choosing a niche, choosing which products to review or choosing how to promote your posts and pick keywords. This is part of the reason long tail keywords such as "How to..." or "Solution for.." etc. may be high ranking. Of course each keyword is different and can change over time depending on competition so make sure you look up keywords every time you write a post. These are just examples.
I thought I should share this observation however since it has made a huge difference for me.
Onward and upward!
Jessica
Recent Comments
22
Very good Jessica. I'm still figuring it out, lol.
I came into Wealthy Affiliate not knowing a thing, and I still don't know a thing, lol. Well a little more than before, but I'm still not there.
It's all part of the process and I am so ok with that.
I'm taking one step at a time because time cannot be rushed.
Way to Jessica.
Excellent post and I admire your passion.
Becky
Right, having website posts with appropriate keywords about solving SPECIFIC problems and products connected to those posts that solve those particular problems =better conversion rate, esp. when visitor finds post through search engine looking for solution to particular problem. This was also mentioned by Jay in a webinar. For good conversion rate, it's very important to make the content and product promoted in the post match the title or keyword that people search for in Google.Your post clearly emphasizes this.
Yet, I'm not sure that non-solution products like bowls won't necessarily sell. I happen to own a bowl (which I think I purchased from Greater Good Network Animal Rescue Site) and the bowl looks just like my Mooch. Maybe you need more UNUSUAL PRODUCTS? (I'm going to take a picture of that bowl and post it on my WA profile page.)
Thanks Jean. It is really neat when I can see it working and then see what doesn't work so well and compare the two. Lots to learn!
Yes.
Another thing is I don't know how much cat expertise you have, but have you thought about a Dear Abby-type of thing for your site but for cat questions? (I got this idea when I was about to ask you a question myself regarding what to do about an attention-seeking cat if one lives alone and the cat is an "only child." In this case, you might mention a cat toy that an active cat could play alone. You could thus refer to products in your answers to people's questions.)
That is a good idea. I guess I think of my comments as the location for that. Lots of WA members have asked me cat questions there and I answer there so everyone can see.
I had not thought about making it a separate section/page though...good idea! Thanks.
Thank you for sharing this. It has given me food for thought on how I am approaching one of my sites.
With Grace and Gratitude
Karen
Thanks Karen. I am glad it got you thinking. I was just impressed with what a big difference I have noticed in mine.
This is true. Thanks for sharing Jessica :) Have you looked to see if you can make the bowl posts into something people are searching for like maybe how to keep the floor dry when my dog/cat drinks?
I have no idea if that's a keyword but after my dogs drink water I always have to dry up puddles. This can lead to mold/mildew, rotting wood or a combination of both
Just a thought that you might try to make use of your efforts for the other post that doesn't sell.
Keep up the good work :)
Marlinda
I use the angle of preventing kidney disease and getting cats to drink more water. I address the health issues and tips for getting them to drink more water such as having multiple bowls and kinds of bowls they like etc.
Thanks...I think I will just focus more on the needs products for now though.
See more comments
Thanks for sharing your observation. Just working on my Master's in Business Administration and currently working on Marketing and I am getting a ton of insights on the topic of marketing and, of course, needs and wants which turn into demands. I will definitely put these insights into action with my online business for addressing needs and wants.
Look forward to reading more of your insights.
Miles
Thank you Miles. I went to graduate school for Oceanography and Coastal Studies...somehow I find myself here though!
Jessica