People buy because of emotion and justify with logic. Force an emotional response by touching on a basic want or need — from the book Ca$hvertising
Can you stop caring whether or not your child looks both ways before crossing the street?
If you are single, would you be more driven to organise your desk or have amazing sex with the hottie who's been flirting with you at lunch every day?
Because we hard-wired in our brains with some eight biologically pre-programmed desires.
Read carefully and use them cautiously and sell your good shit, not bad stuff.
"with great power comes great responsibility." — Peter Parker from 🕷man
#1. Understand the 8 human desires we can't shake off
According to Drew Eric Whitman of ca$hvertising, human beings biologically programmed with the following eight desires.
He calls them
The Life-Force 8 (LF8).
Forget everything else. Here's what people want.
- Survival, enjoyment of life, life extension.
- Enjoyment of food and beverages.
- Freedom from fear, pain and danger.
- Sexual companionship.
- Comfortable living conditions.
- To be superior, winning, keeping up with the Joneses.
- Care and protection of loved ones.
- Social approval.
From now on, we refer to them as
LF8. Okay? Pay attention.
LF8 in action; a real-life example:
During the 1920s and 30s, Haldeman-Julius sold more than 200 million books with nearly 2000 different titles.
To advertise his books, he placed ads consisting of only the books' titles. If a book didn't sell well, he would change the ad copy, but not the way you would expect. He changed the titles of the books, not the content of the book. Then he'd sit back and study the response—what a genius.
Pay attention to the annual sales column before and after he applied the LF8 principles.
|Old Title||Annual Sales||New Title||Annual Sales (After |
|Ten O'Clock||2,000||What Art Should Mean to You||9,000 (LF #8)|
|Fleece of Gold||5,000||Quest for a Blonde Mistress||50,000 (LF #4)|
|Art of Controversy||0||How to Argue Logically||30,000 (LF #6)|
|Casanova and His Loves||8,000||Casanova, History's Greatest Lover||22,000 (LF #4)|
|Apothegms||2,000||Truth About the Riddle of Life||9,000 (LF #1)|
#2. Apply LF8 principles in your ad copy
When you appeal to people's LF8 desires, you create a drive that motivates your customers to take action that will fulfil that desire as soon as possible.
LF8 is powerful, and using it in your ads will be effective. You will be tapping into the human psyche, the core programming of the human brain itself.
May your sales go to the stratosphere. 😉
What do you think?
I can help. If you are struggling to boost your sales, I can look into your ad copy/landing page and help your business whether you have a product or service. I can transform your sales to the level that you may never think of using the 8 human desires that we read just now.
Then come and get me here for a free 30 minutes session. I can find a strategy + tactics to create a hockey stick growth curve in your sales.
#3. Read the book to understand the principles deeply
Here is the Amazon link to the book. It literally costs you less than a Starbucks coffee. Read and apply responsibly.
People have 8 basic wants:
- food and drink;
- freedom from fear, pain, and danger;
- sexual companionship;
- comfortable living conditions;
- to be superior;
- care and protection of loved ones;
- social approval
Your job is to influence them to believe that your product or service actually delivers what you say. Don't cheat. It will come back and haunt you.