Satisfy a desire in your prospect and you’ve got a customer. Satisfy 2 or 3 desires and you’ve got a customer for life. Below I’ve made a list of what you might call universal desires that you can add into your marketing to sell more products and services, easily.
You’ll notice they tend to overlap in places – that’s natural since you can’t truly separate one from the next. No doubt I’ve missed a few, but these are the big ones that cause people to reach into their pockets and gladly, happily and sometimes giddily hand you their credit cards.
How to use these: Take a look at the product you’re about to promote, and ask yourself which of these desires it fulfills. Then compose your marketing message accordingly.
For example, a wrinkle cream helps your prospect to have an attractive appearance. It can also help in attracting others, possibly leading to romance. You could even make a case for popularity and certainly for self-confidence. But it’s best to focus on the main benefit, with a light sprinkling of the lesser benefits. This creates a stronger marketing message and a clearer voice in your advertising.
Universal Desires of Your Prospects:
Money and Savings – This can actually mean several things: Freedom, independence, security or power
Attractive Appearance – People want to look thinner, younger, more beautiful, healthy, radiant, etc.
Attract Others – Be noticed, alluring and exciting to others
Power and Status – Feel special, noticed, respected and appreciated
Comfort and Tranquility – The extras in life, also the feeling of peace
Time – The desire to get more done and accomplish more, both in work and leisure
Praise, Acceptance and Appreciation – Desire for others to love us
Popularity and Social Contact – Wanting friends, family, people who know you and still like you anyway
Sex and Romance – Physical and emotional needs fulfilled
Leisure – Freedom to do things purely for the enjoyment
Self-confidence – Positive belief in oneself
Enjoyment or Pleasure – Happiness, satisfaction
Success – Feeling of accomplishment, attainment of status
Health and Physical Exercise – Desire to feel strong, healthy, energetic and unstoppable
Eating, Food Satisfaction – Self-indulgence, security and warmth of a satisfied palette and a full stomach
Security in old age – The absence of fear that we’ll die alone, cold and broke
Incorporate the fulfillment of one or more of these desires into your product and service, and the marketing thereof, and you will surely sell more of it while helping people gain what they truly want most.
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