Understand Your Buyer > How to Engage > The Unique Needs Effect
What is it?
The Unique Needs Effect is all about appealing to clients that have specific needs whether that’s a disability, dietary or otherwise.
Why does it work?
It works because clients with any kind of specific need will be seeking the most relevant solution to their problem. If you have a dietary requirement you are more likely to buy a product that makes it very clear that it is suitable for you rather than one that doesn’t.
How can you use it?
Depending on your offering, is there a segment of buyers which a specific need that your offering services? Whether it’s a disability or dietary or religious, if you are suitable for those with unique needs, promote it as boldly and clearly as you can using imagery.
Example
In this example. we’re talking about making shoes easier and more convenient by having no laces. You don’t even need to touch them apparently. you can just slip them on. This will make them an appealing option for those with mobility issues. Notice how the name and tagline focusses on “Slip In” which explains in just 2 words what the offering is about.
See also
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