The Key To Crafting Copy That Connects (And Converts)

How to write copy that connects

One of the most influential lessons I’ve learned as it relates to copy writing for marketing directly relates to a theory we all know well. As a refresher, Maslow’s Hierarchy of Needs is a psychological theory outlining five levels of human needs, ranging from basic physiological requirements like food and shelter, through safety, social belonging, esteem, and ultimately self-actualization—the pursuit of personal growth and fulfillment.  

The key to writing compelling copy for marketing is to identify a need your prospects are feeling that your product or service fulfills. The lower in the hierarchy and the most basic human need that you help your client meet, the more effective your marketing will be.  

Beginning with the foundational level of physiological needs, companies can emphasize the importance of your products or services in fulfilling basic human requirements. Whether your company helps families secure shelter or food for their families, the messaging should underscore how the brand addresses essential needs for sustenance, comfort, and well-being. 

Moving up to safety and security needs, brands have an opportunity to build trust and instill confidence in their offerings. Whether it’s home security systems boasting state-of-the-art technology, financial institutions emphasizing the safety of their investments, or healthcare providers assuring patients of their confidentiality, the messaging should convey reliability and stability, reassuring consumers that their safety and security are paramount. 

Social needs represent the human desire for connection, belonging, and meaningful relationships. Brands can leverage messaging to create communities and foster interpersonal connections. Whether it’s a church or social entity facilitating connections with friends and family, a country club that provides an affinity-based community around a sport or activity, or a gym building a community around shared wellness goals, the messaging should highlight the emotional benefits of belonging and the sense of camaraderie that comes with it. 

Moving up the hierarchy, esteem needs revolve around feelings of accomplishment, recognition, and self-worth. Brands can tailor messaging to boost consumers’ confidence and self-esteem. Whether it’s a boutique celebrating individual style and sophistication, a career development platform empowering professionals to advance in their fields, or a salon and spa promoting self-expression and personal grooming, the messaging should emphasize how the brand enhances consumers’ sense of value and worth. 

At the pinnacle of the hierarchy is self-actualization, where individuals seek to realize their full potential and pursue personal growth and fulfillment. Brands can inspire consumers to embark on a journey of self-discovery and pursue their passions. Whether it’s an educational institution offering opportunities for intellectual exploration and personal development, a travel agency encouraging individuals to broaden their horizons and embrace new experiences, or a lifestyle brand promoting mindfulness and self-care, the messaging should resonate with consumers’ aspirations for personal excellence and fulfillment. 

By understanding and addressing the various levels of Maslow’s Hierarchy of Needs in their marketing messaging, brands can forge deeper connections with consumers, tap into their intrinsic motivations, and create authentic experiences that resonate on both emotional and practical levels.