You’ve probably seen the pyramid… At the bottom are basic needs like food, shelter, safety. At the top? Self-fulfillment, purpose, and self-actualization.
It’s called Maslow’s Hierarchy of Needs… but what does that have to do with marketing?
If your marketing doesn’t match where your audience is in that pyramid… they scroll past.
Why? Because you’re speaking to the wrong need.
Marketing That Misses the Mark
Let’s say you sell coaching. If your audience is worried about making rent or getting their first client, a pitch with “live your best life” will miss the mark. Pitch “get clear, get paid.”
If you’re a local roofer, don’t market “premium design finishes” to someone with a leak over their kitchen. Pitch “we’ll keep your family dry by tomorrow.”
Marketing works when it feels like a solution to the need they’re feeling right now.
Map the Pyramid to Your Messaging
Here’s how Maslow’s hierarchy breaks down for marketers:
- Physiological Needs (safety, shelter, food) → Marketing Match: Urgency, security, reliability. Taglines like “Fix it fast.” or “Stress-free solutions that protect what matters.”
- Safety Needs (job security, health, stability) → Marketing Match: Predictable results, low-risk offers, testimonials. Position yourself as a “safe bet.”
- Belonging Needs (community, connection) → Marketing Match: Brand voice that says, “you’re not alone.” Build a sense of tribe in your content and social proof.
- Esteem Needs (achievement, confidence) → Marketing Match: Messaging that elevates their identity. “Take control.” “Lead your industry.” “Show up like the pro you are.”
- Self-Actualization (growth, fulfillment) → Marketing Match: Vision-driven content, transformation stories, high-end programs.
Where the LOOP Framework Fits
Maslow’s pyramid isn’t just for psychology; it’s a guide to progression. The LOOP framework helps your marketing evolve as your customer does:
- Launch content that speaks to basic needs and awareness.
- Operate campaigns that support security and belonging.
- Optimize by building identity and trust.
- Progress leans into purpose and long-term loyalty.
Want to know if your messaging is hitting the right need at the right time?
Let our OmniPresence Audit show you where you’re speaking too high (or too low) on the pyramid and how to fix it.
