How to Test Your Marketing Series - Part 1: The Hidden Factor That Drives Buying Decisions

Crack the code to marketing that works. Your guide to creating marketing that gets noticed, engagement, and conversions.

This is the first in a series on my 10 heuristics of marketing—core principles that will help you judge and evaluate the effectiveness of your marketing efforts. These heuristics will help you determine whether your message will resonate, stand out, get noticed, and drive engagement. If you apply them correctly, you’ll create marketing that truly connects with your audience.

Let’s start with what I consider to be the central principle of all marketing:
People seek solutions based on need, but they buy based on desire.

Breaking It Down

Customers enter the market because they have a problem that needs solving. This problem guides them to a particular market category. However, when it comes time to choose a product or service, their desire influences their decision. Understanding both their problem and desire is the key to crafting messaging that effectively communicates your product’s value.

Example: Paper Towels

• Problem: People need to clean spills in their kitchen.

• Need: They require something to absorb liquids—so they look for paper towels.

• Desire: They want paper towels that align with their specific priorities, such as:

  • Super absorbent (uses fewer sheets to clean up a spill)

  • Disinfecting (ensures surfaces are safe and sanitary)

  • Reusable (environmentally friendly option)

  • Budget-friendly (cost-effective solution)

  • Scented or soft (adds an extra pleasant experience)

How This Applies to Marketing Messaging

Once you know your audience’s problem and desire, you can craft messaging that speaks directly to what they value most.

Example Message:
“Oh no! Your toddler just spilled juice all over the counter? Not to worry! [Brand Name]’s super absorbent paper towels clean up messes with just one sheet—so you can spend less time cleaning and more time enjoying your little one.”

Here’s what’s happening in this message:

• The problem is acknowledged (spilled juice, a relatable scenario for parents).

• The need is addressed (a paper towel is required to clean the mess).

• The desire is highlighted (a fast, efficient clean with minimal waste).

Applying This to Your Business

No matter what industry you’re in, this heuristic applies. Let’s explore different categories:

Example: Fitness Coaching

• Problem: People want to lose weight or build muscle.

• Need: They need a structured fitness program.

• Desire:

  • Quick, visible results

  • To feel good about themselves

  • Minimal time commitment

  • A supportive community for motivation

Example Message:
“Tired of workout programs that take forever to show results? Our 20-minute high-intensity training program helps you fit in those jeans in half the time— get fit without rearranging your entire schedule.”

Example: Marketing Consulting

• Problem: Small business owners struggle to attract customers.

• Need: They need a marketing strategy.

• Desire:

  • Clear, actionable steps

  • Affordable solutions

  • Fast results

  • A stress-free process

Example Message:
“Overwhelmed by marketing? Our step-by-step framework social media strategy will get you a 30% increase in engagement right away—without the frustration.”

Understanding Market Positioning

The problem dictates the market category (cleaning products, fitness, marketing services).
The need determines the product positioning (paper towels over mops, a structured fitness program over a diet program, a social media strategy over copywriting tactics).
The desire defines the target audience (parents who want quick and effective cleaning, busy professionals who want efficient workouts, small business owners looking for stress-free marketing solutions).

When you understand these three layers, you can fine-tune your messaging to attract the right audience and position your product as the best choice.

How to Grade Your Marketing

Your audience’s problem brings them to the market, but their desire determines their choice. If your messaging only speaks to the problem, you’ll blend in with every other competitor. If you focus on desire, you’ll create an emotional connection that makes your product the obvious choice.

This is step one in evaluating your marketing outreach. If you get this wrong, your message will feel generic and unconvincing. To assess how well you’re applying this principle, use this simple grading scale:

• A: Your message clearly defines the problem, highlights the desire, and communicates value in a compelling way.

• B: You address both the problem and desire, but the value proposition could be stronger.

• C: You focus mostly on the problem, with little emphasis on desire.

• D: Your message only speaks to the problem and lacks any emotional connection.

• F: Your message is unclear or doesn’t resonate at all.

Next time you’re crafting a marketing message, ask yourself:

• Have I clearly defined the problem my audience faces?

• Have I identified the desires that influence their decision?

• Am I communicating value in a way that aligns with those desires?

When you do this well, your marketing will feel more relevant, engaging, and persuasive.

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