According to consumer researchers and psychologists, there are eight foundational “desires” common to everyone.
This nature desires driving all human behavior, the author of CA$HVERTISING book – Drew Eric Whitman, calls the Light-Force 8 (LFA for short).
The Life-Force 8
These are eight things humans are biologically programmed to desire:
- 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
If you appeal to one of these LF8 desires, you tap into the “essence of what makes humans tick.” No one can escape the desires for the LF8, and smart advertisers tap into them.
The Nine Learned (Secondary) Human Wants
Aside from the LF8, there are many other wants:
- To be informed
- Cleanliness of body and surroundings
- Expression of beauty and style
We weren’t born with these wants, we learned them. They’re not biologically hard-wired and thus not as powerful as the LF8.
We never question the LF8. We simply must have them.
The simple formula for desire goes like this:
Tension → Desire → Action to satisfy the desire
When you appeal to the LF8, you create a drive that motivates people to take action to fulfill that desire ASAP.
Interesting fact: It’s pleasant not only for us to satisfy our own LF8 desires, but to READ about how OTHERS have done so too.
Good advertisers use SPECIFIC and VISUAL language to install a “mental movie” in readers’ heads.
Vicarious pleasure is where persuasion begins:
The first use of any product is inside the consumers; minds.
The less imagery you convey, the less your message occupies clients’ minds, the less likely you’ll influence them.
Use positive visual adjectives to boost your writing.
The Bottom Line
People have 8 basic wants.
The strongest ad appeals are based on these 8 wants.
The most effective way to appeal to those wants is to write copy that causes people to VISUALLY use your product/service inside their heads, building desire for the satisfaction of the want(s) your product promises to provide.
Once you’ve got them wanting fulfillment, influence them to believe your product delivers what you say.
Next, push them to act.