While they may sound similar, it’s important to understand the nuanced difference between the two to effectively communicate the value of our offerings. The “Drill vs. Hole” is a classic example that illustrates this point:
You don’t want a drill; you need it because you want to drill a hole. To take it even further, you desire a hole because you want to hang a family portrait or customize your house to your taste. The drill is a means to an end.
It’s important to understand our prospect’s motivation, why they want the problem solved, to address this want or “end”. By doing so, it allows us to better position the need (our offering). Prospects are not interested in the features of your solution; they care about how it benefits them. They buy into the outcomes. What do you enable them to achieve or become? Focus on that.
Sell them what they want,
give them what they need.
Oversimplified for stark contrast, but here’s a Drill vs. Hole example:
Addressing the Need:
“Introducing our state-of-the-art drill. This powerful 20V cordless tool can reach up to 750 rpm and features a versatile 24-position clutch. It’s engineered for precision and efficiency, making your drilling tasks a breeze. With its advanced technology, you’ll have the ability to create holes of various sizes for practical purposes in carpentry or DIY projects.”
Addressing the Want:
“It’s exciting to transform your living space to reflect your unique taste! Creating the perfect setting for your home improvement plans is easier than ever with this drill. It can effortlessly handle various materials, be it drywall, wood frames, or steel plates, with its 20v motor that can go up to 750 rpm.
For convenience and accessibility, it’s also cordless and comes with two removable 20000mAh batteries, ensuring you always have the power to work with.
If you aren’t already aware, another significant issue many homeowners run into when doing their own improvements is wearing out their screw heads. This makes it challenging to remove the screw if they choose to reposition their furniture. The 24-position clutch on this drill allows you to calibrate the torque so that it doesn’t overtighten or damage the screw head.”
This doesn’t only apply to selling in conversation. For a marketing example, check out Google’s Parisian Love advertisement.
In the ad, the prospect’s problem is a superficial need: a quick and efficient way to search for information. They did not create an ad that directly pitches Google’s search features and various ways it could be used. Instead, this ad revolves around the underlying “why” for a specific use-case: the story of this user in his journey to court a lady and eventually move there to start a family (the want). In the process, as a byproduct, it highlights the various ways Google search could be used.
Notice that the “hero” of this story is the user, NOT the company or their offering.
“Your customer is the hero of the story, not your brand”
– Tim Yates and Donald Miller, creators of the StoryBrand framework
Of course, it’s best if you can speak to your prospect’s motivations. However, as we see here, even without doing so directly, by focusing on the want instead of the need, it already drastically humanizes your solution and makes it much more relatable. This is an essential element for engaging storytelling that will strike a chord with your audience.
Facts tell, stories sell.
Show, don’t tell
Here are a few more quick examples:
| Solution | Need | Want |
|---|---|---|
| Calculator | Solve math problems more quickly. | Be more productive at work. |
| Doctor’s prescription to avoid having a heart attack | Eat healthier foods and exercise more. (People don’t want to hear what they need to do, even if they know it’s necessary) | Spend more time with my grandchildren. (To effectively inspire change, we need to address the want) |
| Listerine | Get rid of bad breath. | Woo a potential partner. |
Don’t stop at articulating the problem your solution solves. Recall 5 Whys and dig deep to address what truly matters to your prospects. Help them connect the dots and identify with the problem if they aren’t already aware of it.
For visual learners, here’s an illustration to paint a clearer picture:
Prospects don’t care about your product; stop selling the fire flower. They only want it because it turns them into an invincible, fireball-throwing Super Mario.