24 Human Wants and Desires To Aim Your Advertising At!

Before I list these human wants and desires, I want you to understand why they are important. This is the psychological part of advertising. Knowing why someone will react in a certain way. When you know why, you know the right buttons to push in your sales message.

When people buy something they buy it because of what it will do for them. Someone doesn't buy a vacuum cleaner because it has a 2 horsepower motor; they buy what that motor will do for them--high power to pick-up more dirt so their house is cleaner. To expand on this benefit you might mention...your carpet will last longer, you will have fewer allergies, and so forth. This is why people will buy.

All purchases revolve around one of the basic human wants, and they fall into two main categories: the desire to gain, and the desire to avoid loss.

The Desire to Gain

To make money To be praised To save time To be clean To be in style To gratify curiosity To have beautiful possessions To achieve comfort To gain knowledge To have health To be popular To enjoy pleasure To attract the opposite sex To be an individual To take advantage of opportunities

The Desire to Avoid Loss

To avoid criticism To avoid loss of possessions To avoid sickness To avoid effort To avoid physical pain To avoid loss of money To avoid loss of reputation To avoid trouble

This list should give you a good start on what to keep in mind when writing copy. You would be well-advised to commit them to memory.

Another important step in creating solid advertisements is in the words you use. There are many words and phrases that have proven to work best in getting people to read and respond to your advertisement.

In light of this, I offer you this extended selection.

THE MOST PERSUASIVE PHRASES IN ADVERTISING What persuasive phrases are used again and again by direct marketing advertisers? Here are examples:

1. Free Offers A review of direct marketing ads, letters, catalogs, and so forth, reveals that the most frequently used phrases are free offers. Yours free Free gift Booklet free Ask for free folder Free guide book Literature free Moneymaking facts free Free trial lesson Free to new members Free examination Free demonstration Free cost estimate Free consultation Try it ten days free Thirty-two-page catalog free Free plans for_________________ Free sample Yours for the asking Test lesson free Free gift if you act at once

2. Charge Offers Some advertisers charge a fee or require a postage stamp Moneymaking facts free Free lesson, $.50 $.25 brings details Stamp brings details $1.00 brings complete______________ Free gift if you act at once Stamped envelope brings_______________ Send $.25 to help cover postage and handling

3. News If you have news to tell, it should be given prominence. It will increase response. Just arrived New here It's here New discovery New, improved New invention Important development The world's first ___________ Just off the press Hot off the press Just published Just out Beginning (date) At last New method of ________ New modernized__________ Latest findings

4. How-To People want to know how to do things -- how to get ahead -- how to solve problems -- how to make money -- how to enjoy life. In each of the following how phrases, you can complete the phrase with your own solution to the prospect's problem. How to ________ How to get __________ How to have _________ How to keep _________ How to start ____________ How to begin ___________ How to become __________ How to improve your _________ How to develop __________ How to get the most out of ________ How to avoid ________ How to end ________ How to get rid of ________ How to conquer How I ______ How I improved my ___________ How to enjoy How you can ________

5. Information People buy magazines and newspapers and listen to broadcasts to get information. You can successfully compete for attention by telling your prospects the things they want to know. Seven ways to _________ The truth about _________ The one sensible way to _________ Plain talks with _________ Profitable tips for _________ Confidential chats with ________ Twenty tips for _________ The common sense of ________ Your one sure way to ________ Guide to ________ Helpful hints on ________ Practical hints on __________ Advice to _________ What you should know about _________ Facts you should know Mistakes you can avoid

6. Confidence Building No matter how attractive your offer is, you must build believability into your ad. Here are phrases that will help. Award winning Seal of approval Founded (year) Established ________ years You risk nothing Make this test Over _________ thousands sold What others say (include testimonials) See before you buy Money back if not delighted Proven in laboratory tests If not delighted, just write Cancel on the bill.

7. Price People are always looking for bargains. Here are some phrases that deal with price. Sale priced Only ten percent above wholesale/dealers cost Save up to $ ____________ Less than half price Fantastic saving Price going up Price goes up (date) Order before the price goes up Never again at this price

8. Miscellaneous Phrases Here are frequently used phrases that can work in a number of situations. Send no money No obligation No salesperson will call Special offer The key to ________ Only $.25 a day Now you can ___________ You don't have to be rich to _____________ Money-saving offer The secret of __________ Yours if you can qualify Do you have these symptoms of ________? Who else wants _________? From manufacturer to you Buy direct and save For quick information, call _________ Orders shipped within 24 hours Easy payment plan

9. Immediate Action Most folks tend to delay action. Urge them to act quickly. Or better still, give them a valid reason for quick action. Act now Don't delay Order now Order today Order now, pay later Delay may be serious Don't put it off Send today Send post card today Get started today Investigate today Act fast Be the first Rush name for details For a short time only While the supply lasts Price going up Supply limited Last chance

THE MOST PERSUASIVE WORDS IN ADVERTISING suddenly miracle now magic announcing offer introducing quick improvement easy amazing wanted sensational challenge remarkable compare revolutionary bargain startling hurry

1. Words that Denote News If you have news to tell, here are a number of ways to present it. announcing novel introducing modern presenting recent today latest new suddenly now revolutionary

2. Approval People are more apt to buy if you can furnish evidence of the value of your product or service. approved commended proven recommended accepted honored guaranteed acclaimed endorsed complimented certified popular tested lauded praised admired

3. Large Size Here are words you can use if large size is a feature of your product. big tremendous large massive sizable gigantic huge voluminous vast mammoth enormous great spacious colossal

4. Surprising The element of surprise or unusualness is an attractive feature in some cases. Amazing fantastic astonishing extraordinary astounding exceptional startling notable surprising noteworthy singular striking sensational strange uncommon stunning unusual magic remarkable miracle

5. Quality Every reader or listener is concerned with the quality of your product. good first-rate better choice fine unparalleled valuable unsurpassed remarkable unique exclusive terrific imported selected rugged special durable personalized improved limited excellent rare top genuine superior authentic greatest outstanding famous wonderful noted surpassing

6. Interest The following words denote interest and apply mostly to books, booklets, pamphlets, and the like. absorbing stirring instructive entertaining informative enlightening interesting fascinating revealing exciting secrets profusely illustrated

7. Appearance Sometimes the appearance of a product is its most important feature. beautiful classic elegant distinctive attractive fashionable flattering appealing handsome fascinating glamorous exquisite dramatic scenic captivating colorful charming lavish spectacular magnificent

8. Utility There are times when the utility of a product is the important consideration. handy reversible helpful serviceable useful workable usable versatile practical powerful washable reliable

9. Money Making money and saving money are topics of universal concern. Wealth liberal fortune reduced (price) profitable lowest (price) bargain discount (price)

10. Miscellaneous Here are useful words that apply to a variety of categories. quick successful quickly gift easy complete easily lifetime immediately absolutely hurry only (price)

SUMMING UP In writing your copy, do not neglect these tested words and phrases that are used in direct marketing advertising. Keep these lists handy. Look them over before you write. Refer to them often. Put some you, new and how to into your ad, letter or commercial. And before you write your act now paragraph, review the action phrases that work to promote the thing every advertiser wants: Action!

Every person that needs to create advertising for their company should read "Creating Successful Small Business Advertising" http://www.nmoa.org/catalog/fisher.htm and other books by history's great advertising practitioners; Max Sackheim, John Caples, Claude C, Hopkins, John E. Kennedy, and David Ogilvy.

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