Customers often make their purchasing decisions based on available information. Consequently, it is the responsibility of your business to provide customers with information that helps influence a sale. If presented and marketed effectively, the information can persuade the customer that they need what your business is selling even if the product is outside of the customers’ desires or immediate needs. In this sense, information used within your marketing efforts are responsible for shaping the needs and wants of customers. The
implication is that, through marketing, you can capitalize on the customers’ internal weakness and persuade them to make a purchase.
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Dr. Elijah Clark (July 7, 2022). Customer marketing with a purpose [Web log post]. Retrieved from https://elijahclark.com/lesson-103/