Discovery! Needs are things that keep bubbling up one after another.

Welcome to the Mail-Order Kingdom of Kyushu!
Here, advertising is a simple world where "how much it sells" is everything.
That's precisely why hints for getting to the essence of "selling" are scattered everywhere.

■This Time's Theme: Trends and Countermeasures for "Needs"

Last time, we discussed how "selling" is the act of getting someone to pick up the cup called "needs" and continuously pour information into it. We often get asked: What exactly does "getting someone to pick up the cup called needs"—that first step—mean? Simply put, it's asking, "You have this kind of need, right?" and getting them to think, "Yeah, totally!" (Our team calls this "needs recognition").
It seems obvious, but surprisingly many ads fail to execute this step well and consequently underperform. This time, I'd like to explain three often-overlooked points regarding this "need."

■ Is that "need" already being met?

First, a common pitfall in poorly executed "needs recognition" is promoting a need already met by a competitor's product. You might think, "No way!" but this happens surprisingly often. Take the example of selling raincoats...

 

As a seller, you might think umbrellas and raincoats are different products because they look different. So you market them as separate items... But from the consumer's perspective, both umbrellas and raincoats fulfill the same need. In cases like this, the product usually doesn't sell.
To sell, it's crucial to identify a need that umbrellas don't fulfill—like "I can't ride my bike on rainy days, which is a hassle." Then, you need to create a "relatable need" by asking people who have that need, "You're having trouble with that, right?" Especially in direct sales of cosmetics or health foods, many products have different ingredients but similar effects. If you're not sensitive to the "need," you might end up just shouting about the ingredient differences pointlessly, thinking you're selling.

■The Secret to Finding Unmet Needs

When it comes to finding unmet needs, a question naturally arises: With so many products flooding the market, are there really any unmet needs left? But rest assured! Our analysis of consumer responses to various ads leads to one conclusion: There are plenty of unmet needs. In fact, you could even say needs are forever unmet. This is the second key point. Let's explain this using the umbrella example again...

 

Generally, people tend to think a need is satisfied the moment someone holding an umbrella gets out of the rain. But actually, at this stage, only the functional need is satisfied. After that, as mentioned above, other needs keep emerging and are never truly satisfied. Honestly, haven't you all experienced wanting something better or newer, no matter how much you buy?
That's precisely why, by accurately identifying the diverse needs that arise at each stage—be it "functional," "emotional," the need to "surpass my current self," or the need that arises when "I've mastered it and now I'm bored"—opportunities to capture interest expand.
In the mail-order business, it's common to see examples where a later-launched product, focusing on the need "There are so many products, it's confusing. Choosing is a hassle," becomes a hit by appealing with "You can't go wrong choosing this!"

■ The Concept of "Empathy Vectors"

Sometimes, even when you've accurately identified the need, the product still doesn't sell. In such cases, the third point to question is: "Did you actually get them to pick up the cup?" To think about this, let's try a simple quiz.

 

At first glance, all these phrases seem likely to resonate with women wanting to diet. However, except for C, none of them actually function as "phrases that get the cup picked up" toward the goal of getting the product purchased. Why?

 

It's often said that empathy is crucial in advertising. But what's frequently overlooked is that empathy has a direction. In the examples above, A, B, and C all generate empathy, but only C directs that empathy toward the product—meaning it gets people to pick up the cup. Unless you identify the right vector of empathy and stimulate the need, it becomes just a relatable story rather than one that addresses a specific need. In cases where ad awareness increases but product sales don't move, it might be worth questioning whether there's a misalignment in this vector.

■Aim to Become a Master of the "Need" Cup

People won't buy things unless they have a need. Moreover, they aren't usually conscious of that need. Therefore, the starting point is getting them to pick up the cup of need—asking, "You have this kind of need, right?" and making them think, "Yeah, totally!" That's precisely why we've carefully observed the types and stages of needs, and how to make people aware of them.
That said, human feelings are truly profound. Every time we take on new work, we're surprised by unexpected new cups emerging. Building on these discoveries, we'll keep striving to become even more knowledgeable about needs!