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Walker's Hierarchy of Marketing Needs [E101]
Episode 10122nd May 2024 • The Auto Repair Marketing Podcast • LSTN Media LLC
00:00:00 01:06:50

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Thank you to our friends at RepairPal for providing you this episode. As shop owners we were part of RepairPal’s Certified network and you can learn more at

Show Notes

  • Matt Fanslow planting the idea
  • Procrastination - then knee surgery
  • I thought it would be a novelty piece
  • What is Maslow’s Hierarchy of needs? - From Wikipedia: Maslow’s Hierarchy of Needs is a theory in psychology proposed by American Psychologist Abraham Maslow in his 1943 paper “A Theory of Human Motivation” in the journal Psychological Review.
  • I was watching a video - The author made the point that, “Maslow’s Pyramid remains a hugely useful object to turn to when we are trying to assess the direction of our lives.”
  • Explain the pyramid
  • Read this - The pyramid is also a great visual because it shows that there is an order to things. You have to build a pyramid from the bottom up, and the foundation of the pyramid is the most important part.
  • It is often shown that people live lives that are out of order with the pyramid. Those who focus on accumulating things but never get to the “self-actualization” part of life are living a life out of balance where they will never achieve true happiness.
  • Those who focus on self-actualization without making sure their basic needs are met are living a dangerous life – an upside-down pyramid – where they could be toppled over at any moment.
  • THIS is why Maslow’s Hierarchy of Needs is a perfect comparison to marketing a small business like an auto repair shop.
  • There is an order to things. You want to build on a solid foundation. You shouldn’t just focus on the marketing tactics you are most interested in, but rather what is most important to the business’ survival first, then long-term growth, and then thriving as an empire.
  • Talk about the name “Walker’s Hierarchy”
  • Level 1
  • Maslow’s - physiological needs - air, water, food, shelter, clothing, reproduction
  • Walker’s - Marketing Foundations - Google Business Profile, Website, Social Media
  • Level 2
  • Maslow’s - Safety - personal security, employment, resources, health, property
  • Walker’s - Reputation - Reviews, Content Marketing, SEO, Google Ads
  • Level 3
  • Maslow’s - Love and belonging - friendship, intimacy, family, sense of belonging
  • Walker’s - Networking - Chamber of Commerce, BNI
  • Level 4
  • Maslow’s - Esteem - respect, self esteem, status, recognition, strength, freedom
  • Walker’s - Brand Building - Brand building, advanced digital strategies, community involvement, shop culture
  • Level 5
  • Maslow’s - Self actualization - desire to become the most you can be
  • Walker’s - World Changer - Thought leadership, strategic partners
  • Invite to read the article

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