Is your life perfect, what do you
desire, what do you have that you want to keep, what do you want more of? If you think about it I am sure you could come up with a few things off the top of your head in just a few seconds. And if I gave you a day to write a list out, if you thought closely about every single aspect of your life, I am sure the list of your desires would be longer than you imagined it would be.
What does this have to do with a
potential customer? Your customer is just like you. While each customer is not going to have the exact same set of desires as you do, common human desires can be grouped into well defined categories.
- Survival
- Absence of fear and danger
- Absence of pain
- Escaping boredom
- Being respected by peers and children.
- Excitement,enjoyment and entertainment
- Health,living longer.
- Sexual companionship.
- Enjoyment of food and beverages.
- Increasing the comfort of living conditions.
- Living life of purpose.
- Feeling successful, being looked at as a winner, feeling superior.
- Having what his neighbor has or more.
- The feeling that loved ones are safe, protected, taken care of.
- Social acceptance.
When your advertising uses one or more of these aspects for the list above you are tapping into human biology, these are huge motivating factors. A customer can't escape his own desires, they are programmed into his fabric as a human being . Your advertising will become
powerful when you are able to design your advertising to hit upon these desires.
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