Our Need For Recognition

I recently read a psychology report where it said that a person’s biggest need is that for recognition.

Why do we have such a need to be recognized?

It goes hand in hand with our need to be defined. Who are we and where do we fit in?

This need for definition is very powerful and rarely discussed, but it is nonetheless universal, and an ability to tap into it is often the genesis of a very compelling ad campaign.

Our need for definition influences the cars we drive, the clothes we wear, the beer we drink (or wine) and the houses we live in.

As we know effective advertising speaks to a person’s specific need. I have come to realize that our need for definition is perhaps the most compelling need felt by individuals in our society today. Most of our purchases are a form of self-expression, and we tend to buy things we identify with.

Let me give you an example.

I remember deciding to buy my first proper dress watch. When I walked into the watch store I browsed over the range they had and looked up to find a big poster for Seiko watches reading, “Now is the time to act.”

Now Is The Time To Act

My bond with Seiko was immediate. Any watch brand that understands the value of taking action and therefore control of your own life is my kind of watch. I have noticed Seiko in stores before but never thought of getting one. Care to guess what my last three watches have been? Yep, Seiko.

In a small way I feel connected with Seiko. Even though it’s small, it’s still a lot more than I have with other watch brands. Seiko was bold enough to “tell” people to act, and they gained a customer. I know there are tons of watches that are equally as good, but I’ll probably always be a Seiko man.

Like me, all people have the need for definition, and the companies that help customers best define themselves are the most powerful.

Do you think I’m crazy? Believe me, every customer you have is crazy. Tap into the lunacy and watch your sales skyrocket.

-          Martin

I’ve Been Meaning To Tell You.

When I was six, I had a dog named honey-ball. A golden retriever, you guessed it… that looked like honey. One day my father came walking through the front door with honey-ball in his arms. He had just been hit by a car.

I went into shock. Honey-ball was my best friend.

He wasn’t dead, but his leg was badly broken. As I stretched out to stroke his head, my father took a step backward. “Wait,” said Dad. “When a creature is in pain, he’ll often bite whoever is near.”

When I was in college I came across an angry young man who insisted on letting me know what he thought of me. I never knew this person but assumed he’s noticed me. The malice of his words was truly astonishing, as I had done nothing to deserve it.

Rage sharpened my wit to a razor’s edge and focused my mind on a supremely crushing response. I took a deep breath as to prepare to unleash a snowstorm of piercing vowels. Then I recalled the words of my father.

I began by apologizing for what I had unintentionally done. I then added, “I fear, however, that you have overanalyzed me and this whole scenario. None of the motivations you accuse me of ever crossed my mind.”

I assured the young man that whatever annoyance I caused him was unintentional and closed by asking him to forgive me.

Respect for his privacy keeps me from sharing his response, but I will share two pivotal points: “Actually, I’ve had a terrible semester and think I am going to fail the year. My parents just split up and my father declared bankruptcy.”

Honey-ball hobbled around the yard for a few weeks with an awkward cast around his leg. Afterwards, he was fine.

I think, perhaps, there are other wounds less easily mended.

-Martin