CHAPTER 1
What People Really Want
Born in 1883, Daniel Starch was considered the nationâs leading advertising and marketing psychologist. His publication Starch Advertising Readership Reports opened peopleâs eyes wide. Why? Because his writings showed advertisers how much money they were flushing down the toilet.
âThink your ad is great?â he said, in so many words, to big magazine advertisers around the country. âYour âoh-so-greatâ ads are ignored by more than half of everyone who reads the magazines!â he blasted.
âHow could this be?â the ad men puzzled. âOur ads are marvelous ⌠they show our entire factory, and all our wonderful equipment from several really unusual camera-angles, and tell about our incredible products!â
Starch blasted them again: âGuess what guys? People couldnât care less about your smoke-belching factories! They donât give a damn about how many people you have on staff, or how many square feet your company occupies. And they donât give a flying flounder how fancy your equipment is, or yourâgasp!ââunusual camera angles,â or any of that other self-serving junk!â
Instead, Starchâs research showed that people care mostly about is (get ready for this earth-shaking revelation) ⌠themselves!
They care about what products will do for them, how theyâll make their lives better, happier, more fulfilled. What a revelation! But isnât this common sense? Doesnât every advertiser know this today? Ha! How foolish of us to think so.
Just look around you. Look at todayâs newspaper and magazine ads. Check out TV and radio commercials. Surf the Web and look in your e-mail in-box. Youâll find that what you and I might think was common sense ⌠is apparently not.
Decades have passed since Daniel Starch issued his initial findings. Yesterdayâs advertising researchers are probably screaming from their graves today: âHavenât you learned a thing?! We dedicated years to researching how to make your bank accounts grow like Jackâs freaky beanstalk. Open your eyes!â
Sigh. Itâs frustrating. The truth is, they havenât learned a thing. Most (yes, most) of todayâs advertisers still havenât learned the basic lesson: people donât care about you, they care first about themselves.
In 1935, H.E. Warren wrote an article entitled âHow to Understand Why People Buy,â which every advertiser and salesperson should read twice. He said:
To understand why people buy, we ⌠should know people and have a keen sense of human nature. We should know how people think ⌠how people live, and be acquainted with the standards and customs affecting their everyday lives âŚ. We should fully know their needs and their wants and be able to distinguish between the two. An understanding of why people buy is gained by a willingness to acquire proved and tested principles of commercial psychology to selling.
Okay, enough background. Letâs jump in. First, Iâll teach you the 17 foundational principles of consumer psychology. Once you understand how they work, Iâll teach you 41 easy-to-use, little-known response-boosting advertising techniques. Many of these will incorporate one or more of the 17 principles, and others will introduce you to psychological theories specific to advertising writing and design. Best of all, Iâll tell you how to use them in your own promotions to help light a fire under your sales curve.
Forget everything else. Hereâs what people really want.
Consumer researchers and psychologists know what people want. They shouldâtheyâve studied the subject for years. And although all researchers donât agree completely with every finding, there are eight foundational âdesiresâ common to everyone.
I call them the Life-Force 8 (LF8 for short). These eight powerful desires are responsible for more sales than all other human wants combined. Here they are. Learn them. Use them. Profit from them.
The Life-Force 8
Human beings are biologically programmed with the following eight desires:
1. Survival, enjoyment of life, life extension.
2. Enjoyment of food and beverages.
3. Freedom from fear, pain, and danger.
4. Sexual companionship.
5. Comfortable living conditions.
6. To be superior, winning, keeping up with the Joneses.
7. Care and protection of loved ones.
8. Social approval.
Who could argue with these things? We all want them, donât we? But in how many of your ads do you openly use an appeal to one or more of the LF8? I bet few, if any. Why am I such a doubting Thomas? Simply because itâs unlikely that anyone ever taught you to do so.
Listen: When you create an advertising appeal based on any of the LF8, you tap into the power of Mother Nature herself. You tap into the very essence of what makes humans tick. You see, you canât escape your desires for the LF8. You were born with them, and theyâll be with you until the day you die. For example:
Can you shake your desire to eat? (LF8 #2)
Can you suppress your will to survive? (LF8 #1)
How easily can you quash your desire for physical comfort? (LF8 #5)
Can you stop caring whether or not your child looks both ways before crossing the street? (LF8 #7)
You donât need to conduct studies to answer these questions; the answers are obvious. These desires are biologically programmed in each of us. Theyâre part of what makes us human. Theyâre powerful motivators. And smart advertisers can tap into them like pushing a plug into an outlet.
What Can You Learn About Desire From a Master Bookseller?
When it came to making big money selling books, mail order guru Haldeman-Julius wrote the book. During the 1920s and â30s he sold more than 200 million of them, in nearly 2,000 different titles. They were simple little books, and they all cost just 5 cents each. To advertise his books, he placed ads consisting of only the booksâ titles. If a book didnât sell well, heâd change the ad copy, but not the way youâd expect. He actually changed the titles of the books! Then heâd sit back and study the response. How clever.
Look what happened when the titles were changed based on the LF8.
According to Haldeman-Julius, the two strongest appeals were sex and self-improvement. Surprised? Neither am I. So again I ask you: How many of your current ads contain either of these appeals? When you tap into these innate desires, you harness the unstoppable momentum of the emotions that drive people every second of every day.
The Nine Learned (Secondary) Human Wants
Perhaps you read the list of eight primary wants and thought, âHeck, I want more than just these eight things!â Of course you do. We have many other wants. We want to look good, and be healthy, well educated, effective, and so on. (Donât you?) These are called secondary, or learned wants, and nine have been identified:
1. To be informed.
2. Curiosity.
3. Cleanliness of body and surroundings.
4. Efficiency.
5. Convenience.
6. Dependability/quality.
7. Expression of beauty and style.
8. Economy/profit.
9. Bargains.
These secondary wants are strong, but they donât even come close to the LF8. Theyâre way in the background, completely clouded by your LF8 dust. Weâre not born with these secondary wants. We learned them. Theyâre not hard-wired in our brains as are the LF8. Used as tools of influence, theyâre not as bankable as the LF8 because weâre not biologically driven to satisfy them. (Read that again.) And when it comes to human desires, biology is king. Thereâs nothing more powerful than tapping into a desire that you canât shake. Itâs like jumping onto a speeding train: Once youâre on, you donât need to lift a finger to get it movingâyouâre already flying along!
Think about it. Which desire would you respond to first: to buy a new shirt, or to run out of a burning building? If youâre single, would you be more driven to organize your desk or have amazing sex with the hottie whose been flirting with you at lunch every day? Would you first protect your spouse from a crazed attacker, or ignore the assault and instead go shopping for wallpaper for your guest bathroom? The answers are obvious. And the interesting thing about the LF8 is that we donât even knowâor ever questionâthese desires. We simply want themâno, we must have them. We canât shake them no matter what we do. Again, theyâre hardwired into us. These examples should give you a better idea why the LF8 are so powerful, and why using them in your ads can be so effective: Youâll be tapping into the human psyche, the core programming of the human brain itself.
But what exactly is desire? Itâs a type of tension you feel when a need isnât met. If youâre hungry, for example, the tension to eat arises and the desire for food (LF8 #2) kicks in. If you see a creepy-looking middle-aged guy chatting online with your 8-year-old daughter, the tension to protect your child arises and your desire to start monitoring her internet usage (LF8 #7) kicks in. If your office chair breaks your back after just 10 minutes of use, the tension to be comfortable arises, and your desire to buy a new chair (LF8 #5) kicks in.
So hereâs the simple formula for desire, and the result it sets in motion:
Tension â Desire â Action to Satisfy the Desire
In short, when you appeal to peopleâs LF8 desires, you create a drive that motivates them to take an action that will fulfill that desire as soon as possible.
Now hereâs an especially interesting fact, of particular importance to us advertisers. Not only is it pleasant for us to satisfy our eight primary desires, but itâs also pleasant for us to read about how others have satisfied them. Itâs a form of vicarious LF8 desire fulfillment. Fascinating, isnât it?
For example, by reading how consumer George Vincent was able to pay off all his debts using a radical new approach to real estate investing, you and Iâon the giant projector screen of our mindsâenvision a brilliantly clear, superbly detailed account of ourselves paying off all our bills, laughing as we dash off checks to our creditors in a devil-may-care fashion, leaning back in our big leather chair, throwing our feet up on our desk, and enjoying a debt-free, piles-of-cash-in-the-bank lifestyle.
Sounds great, doesnât it? But did you see what I just did? By using language thatâs both specific and visual, I was able to install a mental movie inside your head. Weâll explore thes...