8 Desires To Consider When Writing Copy
One of the most significant tools that has helped build my marketing skills is a book by Drew Eric Whitman.
If you want to improve your marketing without spending £1,000s on courses, you need to read this book. It’s called Cashvertising. This book has taught me more about marketing psychology than anything else (and it only costs £14.74).
I know what you’re thinking: books are old-fashioned. But where else can you get access to some of the brightest minds in history for £14.74?
Nothing quite compares to a good book. But we've devalued them because our attention spans are now under 15 seconds. That is why it's your competitive advantage.
Over the next few weeks, I’ll unpack my favourite parts of the book and give you some actionable tips to make you more money as a marketer.
I’ve already used some of the techniques from the book. Can you spot them?
Let’s start with the fundamentals.
The Fundamentals of Marketing Psychology
“You don’t want the prospects to make up their own minds as to whether or not they want to buy your products or services. You’d much rather make up their minds for them! You’d rather tell them how to feel about your products or services.”
Humans are complex beings. You didn’t need me to tell you that, though.
We all have dreams, fears, and experience a cocktail of emotions every day. You could fill libraries with the stories that one has lived through. Yet, when we’re marketing a product or service, we can rely on 8 desires to trigger action.
This is the Life Force 8:
Survival, enjoyment of life, and life extension: gym memberships, fitness wearables, etc.
Enjoyment of food and beverages: almost every McDonald’s advert.
Freedom from fear, pain, and danger: insurance, warranty, etc.
Sexual companionship: dating apps.
Comfortable living conditions: furniture, beds, etc.
To be superior: luxury watches, premium subscriptions, etc.
Care and protection of loved ones: baby monitors, dash cams, etc.
Social approval: social media followers, likes, etc.
We’re programmed to seek out these desires at almost all costs.
You might resonate with some more than others, but you need to learn which of these desires your target audience feels the most.
Ignoring these 8 basic human needs will make your marketing feel like you’re trying to lift a 1,000kg barbell. No matter how perfect your prep and technique, it’s not going anywhere.
You can be the best marketer in the world, but if you don’t address the human side of your audience, they’ll never see it.
Marketing is about people. And that’s the foundation of everything we do as marketers.
Pick one of the 8 desires. Now, reread your last piece of copy. Did it address any of them?
Next time, I’ll show you how simplicity always wins.
