We will start with the new boy - who makes a great point (or 12 points) about why people buy. Reminding us that... we shouldn't "make the mistake of believing it’s rationale we rely on to make decisions. Louis Vuitton doesn’t create data sheets for their $1,000 handbags. They create completely irrational pulses of leathery lust for a logo that says “luxury.”
Here are 12 desires you need to use to trip buyers’ triggers.
1. Control
We want to be in control of our relationships, health, finances, jobs, pets, toys, environments — and everything else that matters to us. What don’t you want more control of?We’ll fight like hell to avoid surrendering control. This is why we fear change. However, as marketers, we aim to affect change. Consider the all-powerful control button when you write content of any kind. Promise to put the reader in control of his or her destiny. Provide choices and options for getting in and getting out.
2. Belonging
Want to fit in? Welcome to the club. Marketers must heed the human need to belong. We are social animals looking to connect. We long to put our trust in others. We want to share our experiences. We need validation.The words you choose should assure readers they’re in the right place. Make it clear they’re amongst others with similar challenges. Make your readers comfortable. Give ’em some group therapy.
3. Time
Our most precious asset is limited. You might be capable of saving your customers a variety of things, but you’ll never top time.Respect your reader’s time by getting to the point. Respect how your customers value their time by offering ways to use it wisely. Assure them what you have to say or offer is worth their time. Preview time commitments by revealing how much time something will take. In every possible way, put time on your side.
4. Love
As you know, sex sells. Love trumps it though. It lasts longer and means more. It’s fragile. Powerful. Priceless. A long list of adjectives could go here.“… And in the end, the love you take is equal to the love you make.” ~ Lennon and McCartney
Ain’t it the truth? Spread some love with the words you write. Help people find it and keep it. I wish I could tell you exactly how it’s done. I can’t. Your best bet is to do it any way you know how.
5. Achievement
We’re competitive beasts forever fixated on scaling higher heights.Philosophical types often say it’s the journey, not the destination that matters most. Psychological types will call bullshit on that one. Sorry philosophers — in marketing, psychology wins.
Tap into the individual’s quest for achievement. Define it how you like… victory, money, power, sway. The achievements will vary. The human desire to achieve will not.
(This is fully behind the psychology of gamifaction - mini victories and achievements which I love.)
6. Discovery
“Dead” is the best way to describe someone who no longer has an appetite for discovery? The joy of finding new things is absolutely universal.Think about how much pleasure you get from discovering the latest, greatest product, or story, or movie, or album — or anything that floats your boat. Why? You want to be the wise one to spread the gospel.
Tap into this desire. Present a new idea, a new twist, even a new application for an old product. Deliver your message with a touch of the unexpected and you’ll produce a message destined to be shared.
7. Fun
How dull would life be without fun? In a world of predictability and repetitiveness, our lust for fun is undeniably powerful.Can you offer your prospects a break from the same-old-same-old? You should and you must.
Inject your marketing with a sense of escape. Be funny. Promise stress-relief. Add a gaming element (often called “gamification” see above...) to whatever you can.
Give your prospects something to play with and they will play along.
8. Influence
Influence is positively intoxicating.Draw people in with possibilities to be more influential. Promise to give them the tools: expertise, reach, charisma, attention and recognition.
9. Knowledge
We all want to become smarter and have the knowledge others seek. You got into this article to tap into my knowledge and you made is this far because you’re learning (I hope).Craft your sales and marketing messages with this angle in mind. Be a teacher. Be a student. Be generous with your experience. When it comes to writing headlines, you simply can’t outperform the powerful pull of knowledge.
10. Peace
How are you feeling? Are you at one with the world and experiencing the bliss that comes with complete peace of mind? I didn’t think so. Maybe we can’t have perfect peace, but that doesn’t stop us from wanting it.I don’t want to encourage you to promise what you can’t deliver, but almost any solution can provide baby steps toward some sort of solace. Try to help your prospects smooth their seas.
11. Creativity
Maybe it’s the opinion of a “creative,” but I say creativity doesn’t make the hot button hall of fame the way it should. I believe even the world’s most hopelessly left-brained soul is attracted to the notion of expanding their creativity.And what is creativity? You can be endlessly creative with your definition. Creativity need not be inventing a global game-changer or paving an amazing new path. Creativity can simply be creating something. Think about the perceived limitations of your audience and suggest ideas for busting a barrier, whatever that barrier may be.
12. Satisfaction
sat·is·fac·tion — noun — The fulfillment or gratification of a desire, need, or appetite.Is this one too easy or obvious? Who cares? Until your target market is done imagining a better life, you’re in the dream fulfillment business.
And as is tradition I add one myself... Which is Nostalgia.
13. Nostalgia
Well I didn't think of it myself but it is the essence of my favourite quote from Mad Men.
"Technology is a glittering lure. But there's the rare occasion
when the public can be engaged on a level beyond flash, if they have a
sentimental bond with the product. My first job, I was in-house at a fur
company, with this old pro copywriter. Greek, named Teddy. And Teddy
told me the most important idea in advertising is "new". Creates an
itch. You simply put your product in there as a kind of... calamine
lotion.But he also talked about a deeper bond with the product: nostalgia. It's delicate... but potent.
Teddy told me that in Greek, "nostalgia" literally means, "the pain from an old wound". It's a twinge in your heart, far more powerful than memory alone."
As the world becomes more and more techie - and we try to hold on (and become older as a demographic) so Nostalgia (or retro) thinking will become more and more powerful.
Anyhoo - here is something else from Seth this time which is lovely. It sits in a place on top of all the 12 or 13 reasons above...
The benefit of the doubt
Wouldn't it be nice if your work stood on its own?
That design, that bit of writing, that piece of craft--what if what you did was judged solely on the merits, if the people engaging with your work saw it for precisely what it was...
Or consider the doctor, able to heal people merely by providing precisely the right treatment on just the right day.
Or the lawyer, winning the case because she presented the most cogent, rational argument.
Doesn't work that way.
The crowd likes the songs from the singer they came to hear, not the unknown opening act. The patient responds to medicine when he believes in the doctor who prescribes it. The client is far more likely to applaud your work if he's already put down a big, non-refundable deposit.
A huge part of making our work more effective is creating the environment where we will be given the benefit of the doubt.
Often, creating this environment is at least as important as the work itself.
The benefit to both sides is huge.
Doubt is the project killer, and investing in diminishing that doubt is time well spent.
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So now you know this - how will this change what you do today?
That design, that bit of writing, that piece of craft--what if what you did was judged solely on the merits, if the people engaging with your work saw it for precisely what it was...
Or consider the doctor, able to heal people merely by providing precisely the right treatment on just the right day.
Or the lawyer, winning the case because she presented the most cogent, rational argument.
Doesn't work that way.
The crowd likes the songs from the singer they came to hear, not the unknown opening act. The patient responds to medicine when he believes in the doctor who prescribes it. The client is far more likely to applaud your work if he's already put down a big, non-refundable deposit.
A huge part of making our work more effective is creating the environment where we will be given the benefit of the doubt.
Often, creating this environment is at least as important as the work itself.
The benefit to both sides is huge.
Doubt is the project killer, and investing in diminishing that doubt is time well spent.
------------
So now you know this - how will this change what you do today?
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