The term’Pleasure Principle’ is thought to have been coined by Sigmund Freud, but has nothing to do with the interpretation of the dream. This principle asserts that people will seek joy or avoid suffering. Nowhere else can you better apply this concept in marketing than in the diet and fitness industry.
How many ads offer quick results without pain Few advertising campaigns use the’Painless Profit’ approach. When applied well, the’pain’ doesn’t work (think Nike and Propel Fitness Water).
In short, most consumers want to provide pleasure or satisfaction with a little pain or sacrifice. Simplifying difficult tasks, including physical, educational and psychosocial tasks. The pleasure principle is not the same, but it can be oversimplified by saying that people want to “work harder and not smarter” to achieve their goal of giving pleasure and satisfaction in the fastest way possible.
According to Freud, the opposite of the pleasure principle is a real principle. This principle allows us to pursue satisfaction later if the reality of the situation is better to use it.
Business owners must find a way to prevent reality principles from neglecting pleasure principles. Advertising drives consumers to make impulsive shopping decisions to start their current business. However, for long-term success, you should avoid using your customers in the transaction security process.
Marketing Strategy Questions
- How can I help my product or service take less effort from others and achieve my goals?
- How do I make people feel good about their purchases?
- How can you present your product or service in a way that encourages a consumer’s “pleasant” way of thinking that supports a “real” way of thinking without using your customers?
Ideas based on the principle of pleasure
Let us know how your product or service will improve your customers’ lives and how they will feel. But don’t stop at “cutting half the time” and mention what consumers can do at that time, such as “more time for family”.
Make the most of the benefits someone can get from simply using the product. Are you offering something worthwhile from the experience, or do you offer the consumer something to do anyway (e.g. personal hygiene, laundry, driving a car)?
Will the product benefit the environment? Would you like to provide some of the sales to the charity of your choice? What are the benefits of choosing a business over other businesses for those who seek pleasure without extra effort?
Be careful not to make the product sound like the buyer doesn’t have to do anything. Full substitution or automation does not fully meet the needs of the pleasure principle. To be entertained, consumers still have to think of themselves as part of the experience. Otherwise, it becomes too inhumane to utilize the pleasure principle.
An example of making things too easy is exemplified in the interesting marketing catastrophe of the bakery mix industry. In the 1980s, several types of baking mixes were sold in bulk to help the busy working women. The advertising campaign boasted quick and easy results. “Only add water.” Sales fell instantly. However, just adding one more step to the “add eggs” and sales returned.
Why? Because if something is too easy, the consumer is deprived of the pleasure of self-satisfaction, no matter how little they do.