The 9 needs.

on Tuesday, July 07, 2009
If you read my previous post's regarding D&AD new blood you will know I met Jon Sayers, a genius copywriter at Publicis. Amongst the many interesting things I learnt in his workshop I felt this is one of the best one's to share: the 9 needs of customers. In every piece of communication one of these needs has to be covered, this is the only way the customer will take notice, and of course the more needs covered the better!

1. Make money

2. Save money

3. Save time/effort

4. Help the family

5. Feel secure

6. Impress others

7. Gain pleasure

8. Self improvement

9. Sense of belonging/belong to a group

I will definitely be checking against these points in the future when producing any work and you should too!