It’s not often I read a business book that having read only 30 pages, I have to put the book down and get cracking with implementing what I’ve learned.
This past weekend I discovered a new book that fitted this bill.
Since rediscovering my sales copywriting mojo, I’ve been expanding my learning in this area but most aren’t the type you can curl up and read.
This book however, is not only easy to read, it also contains seriously valuable information for you if you write any form of copy that has the objective of selling your products or services.
Within the first few pages, we are introduced to what the author calls “The Life-Force 8”.
That is, the eight ‘life forces’ that human beings are biologically programmed to desire.
At the most basic level, if you want to appeal to your customers, then your copy must speak to at least one of these 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.
These desires are the very essence of what makes humans tick. It’s not like we can choose not to be driven by them either – we’re born with them.
- You can’t quash your need for food when you’re hungry.
- You can’t shake the desire for your kids to look both ways before crossing the road.
Appeal to one of these eight desires in your promo copy, and you’ll already have the key to unlock additional sales revenue from your promotions.
But of course, it doesn’t end there. The book goes much deeper into human psychology and persuasion techniques, but in a very readable format.
This isn’t a book you want to add to your reading pile or Kindle, but never get around to reading either.
The increase in sales income you desire sits inside these pages.
I bet you can’t get past page 30 before your brain starts whirring loudly though?! 🙂