Need-Greed-Vanity Framework

The Need-Greed-Vanity framework is used by successful direct response marketers to evaluate product opportunities and create compelling marketing messages.

Core Framework Elements

• Need-Greed-Vanity are the three core human motivations that drive purchasing decisions
• Used by Guthy-Renker to evaluate and position products for infomercials
• Framework helps identify which motivation to tap into for marketing

Real World Application Example

• Computer security software company pitched Guthy-Renker
  • Initial pitch focused on "need" (computer security/safety)
  • Was rejected because it created stress about a problem people weren't actively worried about
  • Repositioned to focus on "greed" (faster computer speeds)
  • After repositioning, went from $1M to $75M in annual revenue

Marketing Implementation

• Don't lead with problems that create new stress
• Find ways to tap into existing desires and motivations
• Position products to align with one of the three core motivations
• Focus on benefits that people already want, not problems they need to worry about

Additional Success Factors

• Look for underutilized marketing channels
  • Example: Using radio when competitors focused on digital
  • "Don't compete in a knife fight unless you have a gun"
• Test different messaging angles
• Track attribution carefully
• Be willing to completely reposition products based on customer motivation

The framework emphasizes understanding and aligning with existing human motivations rather than trying to create new ones through marketing.