Want vs Need (Again)

I have previously posted about the challenge of selling walking sticks to people who may need one but do not necessarily want it. This reluctance appears to stem from a fear of admitting to aging with it's attendant vulnerability.

A Walking Stick helps maintain friendships

My daughter, who is knowledgeable in this area, has suggested that promoting walking sticks as tools for fall prevention may inadvertently reinforce these negative associations. Instead, focusing on the positive aspects, such as freedom, independence, security, and confidence could transform the need for a walking stick into a desire.

Thus we are planning a new marketing approach in which these more positive themes are promoted, and will be advertising these later in the year.