I recently read a book called Cashvertising by Drew Eric Whitman and I thoroughly enjoyed it. It is packed with tried-and-tested tips to help you write ads, emails, and online copy that is effective and sells.
It takes all the major advertising concepts from some of the greatest advertisers such as David Ogilvy, Claude Hopkins, John Caples and condenses them into one fun and easy to read book.
If you’re an advertiser or a copywriter, this book will open a whole new world for you. It will teach you secrets known only to the masters of persuasion.
By the time you finish this book, you will know how to tap into people’s innermost desires, and influence them to spend money. It will teach you what to do and how to
And don’t worry, I’m not going to take much of your time and bore you with a long summary of the book. Instead, I’m just going to focus on eight foundational “desires” common to everyone.
I found them very interesting and wanted to share them with you. These eight desires will help you know how to use the power of psychology to make appealing advertisements that get people buying.
Whitman calls them the Life-Force 8 (LF8 for short). These eight powerful desires are responsible for more sales than all other human wants combined.
Let’s dive in.
The Life-Force 8
Human beings are biologically programmed with the following eight desires:
- 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.
You really can’t argue with these eight desires. You were born with them, and they’ll be with you until the day you die.
Ask yourself these questions:
- Can you shake your desire to eat?
- Can you suppress your will to survive?
- How easily can you quash your desire for physical comfort?
- Can you stop caring whether or not your child looks both ways before crossing the street?
The answer is NO. That’s because these desires are biologically programmed in each of us. They’re part of what makes us human. And smart advertisers can tap into them like pushing a plug into an outlet.
If you aren’t using any of them on your ads, you’re doing advertising wrong. Tap into these innate desires and harness the unstoppable momentum of the emotions that drive people every second of every day.
Learn them. Use them. Profit from them.
Also, grab a copy of Cashvertising today. You know you want to. It’s a gold mine for advertisers and copywriters.