Psychology based Marketing : How Wizz Digital Marketing Leverages Behavioral Economics in Crafting Go-To-Market Strategy for Clients to Engineer Revenue Growth

Experience the art of persuasive marketing as Wizz Digital Marketing unlocks the secrets of leveraging the 7 sins, 7 theological virtues, and Maslow's Hierarchy of Needs. Discover how our innovative go-to-market strategies captivate audiences, drive engagement, and propel businesses to new heights of success.


Tanya Kabuya

6/20/20235 min read

Experience the art of persuasive marketing at Wizz Digital Marketing
Experience the art of persuasive marketing at Wizz Digital Marketing

Attention is the new rule of marketing, and businesses need to adopt innovative strategies to capture the attention and interest of their target audience in a really saturated and noisy market environment. At Wizz Digital Marketing, we believe that human behavior and psychology play a significant role in consumer decision-making and that leveraging this phenomenon is the key to standing out in the market. We are well aware that crafting an effective go-to-market strategy is crucial for businesses to stand out and achieve success, and here at Wizz Digital Marketing, we have mastered the art of leveraging various psychological and marketing concepts to create impactful strategies for our clients. Amongst the myriad behavioral economy theories adopted, we leverage the 7 sins, 7 theological virtues, and Maslow's Hierarchy. By harnessing the power of the 7 sins, 7 theological virtues, and Maslow's Hierarchy of Needs, we can create go-to-market strategies that resonate deeply with our client's customers. This article delves into how we, here at Wizz Digital Marketing effectively use the 7 sins, 7 theological virtues, and Maslow's Hierarchy of Needs in the process of go-to-market strategy creation.

Understanding the 7 Sins and Their Influence

The 7 sins, also known as the cardinal sins or deadly sins, are a set of vices that have been deeply ingrained in human nature for centuries. These sins, including pride, greed, lust, envy, gluttony, wrath, and sloth, evoke strong emotions and desires in individuals. Wizz Digital Marketing utilizes these emotions to craft persuasive marketing messages that captivate audiences and drive engagement.

Consider, as an illustration, a sales enablement SAAS company. What we would do in this instance is tap into the sin of greed by highlighting the potential revenue growth and profit maximization that their platform offers. By showcasing success stories of businesses that have achieved substantial sales increases using their software, they create a sense of desire and urgency among potential customers.

The Role of the 7 Theological Virtues in Go-To-Market Strategies

Contrary to the sins, the 7 theological virtues encompass faith, hope, charity, prudence, justice, fortitude, and temperance. These virtues are seen as antidotes to sins and represent positive qualities and values. We recognize the power of these virtues in building trust, credibility, and long-term relationships with customers. By aligning their strategies with these virtues, we can create a sense of authenticity and reliability that resonates with our client's target audience.

Take in this case the example of a neobank, We would leverage the virtue of prudence to emphasize the secure and trustworthy nature of the neobank's financial services as what tends to be a point of resistance from the market is security. We would then highlight features such as multi-factor authentication, robust encryption protocols, and proactive fraud detection, showcasing the virtue of prudence in ensuring the safety of customers' funds and personal information.

Unraveling Maslow's Hierarchy of Needs in Marketing

Maslow's Hierarchy of Needs is a well-known psychological theory that explains human motivation and behavior. It categorizes human needs into five levels: physiological, safety, love and belonging, esteem, and self-actualization. At Wizz Digital Marketing, we incorporate this framework into our strategies to understand the underlying needs and desires of our client's target audience. By addressing these needs, we are able to create compelling marketing campaigns that drive customer engagement and loyalty.

Consider in this case a cybersecurity consultancy. We would in this event focus on the safety and security needs of their target audience. Laying heavy emphasis on the potential risks and vulnerabilities that businesses face in the digital landscape and positioning their consultancy as the solution to protect sensitive data and maintain regulatory compliance. By addressing the safety needs of businesses, we instill confidence and establish the consultancy as a trusted partner in the cybersecurity realm.

The Integration of the 7 Sins, 7 Theological Virtues, and Maslow's Hierarchy of Needs

At Wizz Digital Marketing, we recognize the potential synergy between these three frameworks and integrate them seamlessly into our go-to-market strategy creation process. By understanding the vices and virtues that drive human behavior, as well as the fundamental needs that individuals strive to fulfill, we can tailor our clients' marketing messages and strategies to elicit emotional responses and resonate deeply with their target audience.

To illustrate the integration of these concepts, let's explore the case studies of four different companies that have benefited from Wizz Digital Marketing's strategies:

Case Study: Sales Enablement SAAS Company

A sales enablement SAAS company that sought our expertise to boost its market presence and generate qualified leads. How we approached their Go To Market was to develop a comprehensive strategy that tapped into the sin of greed by highlighting the potential revenue growth and profit maximization enabled by their platform. Additionally, we leveraged the virtue of prudence by emphasizing the platform's security features, assuring potential customers that their sensitive sales data would be safeguarded. By aligning these concepts with the need for productivity and achievement, the company experienced a significant increase in leads and conversions.

Case Study: Neobank

A Neobank approached us to help create a differentiation strategy as the Fintech space on the African continent is growing increasingly competitive. We opted to craft a strategy that tapped into the sin of envy by showcasing the exclusive benefits and personalized experiences offered by this neobank as the frustration most banking clients on the continent have is that of having limited use of the internet banking facilities. Additionally, they integrated the virtue of charity by emphasizing the bank's commitment to giving back to the community through charitable initiatives. By addressing safety needs and the desire for social recognition, the neobank experienced a surge in customer acquisition and brand loyalty.

Case Study: Cybersecurity Consultancy

The cybersecurity consultancy sought to establish itself as a trusted authority in the cybersecurity industry. In their case, We developed a strategy that tapped into the sin of fear by highlighting the potential consequences of data breaches and cyber-attacks. We also integrated the virtue of fortitude by emphasizing the consultancy's commitment to proactive threat detection and incident response. By aligning these concepts with the need for security and peace of mind, the consultancy experienced significant growth in client engagements and industry recognition.

Case Study: Data Management Company

A data management company engaged us to elevate its brand and attract enterprise clients. We created a strategy that tapped into the sin of pride by showcasing the company's advanced technology and expertise in handling vast amounts of data. By integrating the virtue of justice by emphasizing the company's commitment to data privacy and compliance with regulations, and aligning these concepts with the need for efficiency and trust, the data management company successfully positioned itself as a leading player in the industry, attracting major enterprise clients.


With this article, we hope to have demonstrated the power of leveraging psychological and marketing concepts in go-to-market strategy creation. By harnessing the influence of the 7 sins, 7 theological virtues, and Maslow's Hierarchy of Needs, we can create impactful strategies that resonate with target audiences, drive customer engagement, and ultimately lead to business success. This is achieved by understanding the deep-rooted motivations and desires of individuals, which allows businesses to tailor their marketing messages and strategies to establish emotional connections and build long-term relationships with their customers. Book a consultation with us today to learn how we can implement this in your business

Also Read: How to Differentiate Your Business and Become a Go-To Brand
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