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By John Schulte
Before I list these human wants and desires, I want you to
understand why they are important. This is the psychological
part of advertising. Knowing why someone will react in a certain
way. When you know why, you know the right buttons to push
in your sales message. When people buy something they buy
it because of what it will do for them. Someone doesn't buy
a vacuum cleaner because it has a 2 horsepower motor; they
buy what that motor will do for them - high power to pickup
more dirt so their house is cleaner. To expand on this benefit
you might mention...your carpet will last longer, you will
have fewer allergies, and so forth. This is why people will
buy. All purchases revolve around one of the basic human wants,
and they fall into two categories: the desire to gain,
and the desire to avoid loss.
The Desire to Gain
| • To make money |
• To be praised |
| • To save time |
• To be clean |
| • To be in style |
• To gratify curiosity |
| • To have beautiful possessions |
• To achieve comfort |
| • To gain knowledge |
• To have health |
| • To be popular |
• To enjoy pleasure |
| • To attract the opposite sex |
• To be an individual |
| • To take advantage of opportunities |
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The Desire to Avoid Loss
| • To avoid criticism |
• To avoid loss of possessions |
| • To avoid sickness |
• To avoid effort |
| • To avoid physical pain |
• To avoid loss of money |
| • To avoid loss of reputation |
• To avoid trouble |
This list should give you a good start on what to keep in mind when writing copy. You
would be well-advised to commit them to memory.
Another important step in creating solid advertisements is in the words you use. There are many words and phrases that have proven to work best in getting people to read and
respond to your advertisement.
In light of this, I offer you this extended selection.
THE MOST PERSUASIVE PHRASES IN ADVERTISING
What persuasive phrases are used again and again by direct marketing advertisers? Here
are examples:
1. Free Offers
A review of direct marketing ads, letters, catalogs, and so forth, reveals that the most
frequently used phrases are free offers.
| • Yours free |
• Free gift |
| • Booklet free |
• Ask for free folder |
| • Free guide book |
• Literature free |
| • Moneymaking facts free |
• Free trial lesson |
| • Free to new members |
• Free examination |
| • Free demonstration |
• Free cost estimate |
| • Free consultation |
• Try it ten days free |
| • Thirty-two-page catalog free |
• Free plans for_____ |
| • Free sample |
• Yours for the asking |
| • Test lesson free |
• Free gift if you act at once |
2. Charge Offers
Some advertisers charge a fee or require a postage stamp.
| • Moneymaking facts free |
• Free lesson, $.50 |
| • $.25 brings details |
• Stamp brings details |
| • $1.00 brings complete_____ |
• Free gift if you act at once |
| • Stamped envelope brings_____ |
• Send $.25 to help cover postage and handling |
3. News
If you have news to tell, it should be given prominence. It will increase response.
| • Just arrived |
• New here |
| • It's here |
• New discovery |
| • New, improved |
• New invention |
| • Important development |
• The world's first_____ |
| • Just off the press |
• Hot off the press |
| • Just published |
• Just out |
| • Beginning (date) |
• At last |
| • New method of_____ |
• New modernized_____ |
| • Latest findings |
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4. How-To
People want to know how to do things -- how to get ahead -- how to solve problems --
how to make money -- how to enjoy life. In each of the following how phrases, you can
complete the phrase with your own solution to the prospect's problem.
| • How to_____ |
• How to get_____ |
| • How to have_____ |
• How to keep_____ |
| • How to start_____ |
• How to begin_____ |
| • How to become_____ |
• How to improve your_____ |
| • How to develop_____ |
• How to get the most out of_____ |
| • How to avoid_____ |
• How to end_____ |
| • How to get rid of_____ |
• How to conquer How I_____ |
| • How I improved my_____ |
• How to enjoy How you can_____ |
5. Information
People buy magazines and newspapers and listen to broadcasts to get information. You
can successfully compete for attention by telling your prospects the things they want to
know.
| • Seven ways to_____ |
• The truth about_____ |
| • The one sensible way to_____ |
• Plain talks with_____ |
| • Profitable tips for_____ |
• Confidential chats with_____ |
| • Twenty tips for_____ |
• The common sense of_____ |
| • Your one sure way to_____ |
• Guide to_____ |
| • Helpful hints on_____ |
• Practical hints on_____ |
| • Advice to _____ |
• What you should know about_____ |
| • Facts you should know |
• Mistakes you can avoid |
6. Confidence Building
No matter how attractive your offer is, you must build believability into your ad. Here are
phrases that will help.
| • Award winning seal of approval |
• Founded (year) |
| • Established_____years |
• You risk nothing |
| • Make this test |
• If not delighted, just write Cancel on the bill. |
| • Over_____thousands sold |
• What others say (include testimonials) |
| • See before you buy |
• Money back if not delighted |
| • Proven in laboratory tests |
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7. Price
People are always looking for bargains. Here are some phrases that deal with price.
| • Sale priced |
• Save up to $_____ |
| • Less than half price |
• Fantastic savings |
| • Price going up |
• Price goes up (date) |
| • Order before the price goes up |
• Never again at this price |
| • Only ten percent above wholesale/dealers cost |
8. Miscellaneous Phrases
Here are frequently used phrases that can work in a number of situations.
| • Send no money |
• No obligation |
| • No salesperson will call |
• Special offer |
| • The key to_____ |
• Only $.25 a day |
| • Now you can_____ |
• You don't have to be rich to_____ |
| • Money-saving offer |
• The secret of_____ |
| • Yours if you can qualify |
• Do you have these symptoms of_____? |
| • Who else wants_____? |
• From manufacturer to you |
| • Buy direct and save |
• For quick information, call_____ |
| • Orders shipped within 24 hours |
• Easy payment plan |
9. Immediate Action
Most folks tend to delay action. Urge them to act quickly. Or better still, give them a
valid reason for quick action.
| • Act now |
• Don't delay |
| • Order now |
• Order today |
| • Order now, pay later |
• Delay may be serious |
| • Don't put it off |
• Send today |
| • Send post card today |
• Get started today |
| • Investigate today |
• Act fast |
| • Be the first |
• Rush name for details |
| • For a short time only |
• While the supply lasts |
| • Price going up |
• Supply limited |
| • Last chance |
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THE MOST PERSUASIVE WORDS IN ADVERTISING
| • suddenly |
• miracle |
| • now |
• magic |
| • announcing |
• offer |
| • introducing |
• quick |
| • improvement |
• easy |
| • amazing |
• wanted |
| • sensational |
• challenge |
| • remarkable |
• compare |
| • revolutionary |
• bargain |
| • startling |
• hurry |
1. Words that Denote News
If you have news to tell, here are a number of ways to present it.
| • announcing |
• novel |
| • introducing |
• modern |
| • presenting |
• recent |
| • today |
• latest |
| • new |
• suddenly |
| • now |
• revolutionary |
2. Approval
People are more apt to buy if you can furnish evidence of the value of your product or
service.
| • approved |
• commended |
| • proven |
• recommended |
| • accepted |
• honored |
| • guaranteed |
• acclaimed |
| • endorsed |
• complimented |
| • certified |
• popular |
| • tested |
• lauded |
| • praised |
• admired |
3. Large Size
Here are words you can use if large size is a feature of your product.
| • big |
• tremendous |
| • large |
• massive |
| • sizable |
• gigantic |
| • huge |
• voluminous |
| • vast |
• mammoth |
| • enormous |
• great |
| • spacious |
• colossal |
4. Surprising
The element of surprise or unusualness is an attractive feature in some cases.
| • amazing |
• fantastic |
| • astonishing |
• extraordinary |
| • astounding |
• exceptional |
| • startling |
• notable |
| • surprising |
• noteworthy |
| • singular |
• striking |
| • sensational |
• strange |
| • uncommon |
• stunning |
| • unusual |
• magic |
| • remarkable |
• miracle |
5. Quality
Every reader or listener is concerned with the quality of your product.
| • good |
• first-rate |
| • better |
• choice |
| • fine |
• unparalleled |
| • valuable |
• unsurpassed |
| • remarkable |
• unique |
| • exclusive |
• terrific |
| • imported |
• selected |
| • rugged |
• special |
| • durable |
• personalized |
| • improved |
• limited |
| • excellent |
• rare |
| • top |
• genuine |
| • superior |
• authentic |
| • greatest |
• outstanding |
| • famous |
• wonderful |
| • noted |
• surpassing |
6. Interest
The following words denote interest and apply mostly to books, booklets, pamphlets, and
the like.
| • absorbing |
• stirring |
| • instructive |
• entertaining |
| • informative |
• enlightening |
| • interesting |
• fascinating |
| • revealing |
• exciting |
| • secrets |
• profusely illustrated |
7. Appearance
Sometimes the appearance of a product is its most important feature.
| • beautiful |
• classic |
| • elegant |
• distinctive |
| • attractive |
• fashionable |
| • flattering |
• appealing |
| • handsome |
• fascinating |
| • glamorous |
• exquisite |
| • dramatic |
• scenic |
| • captivating |
• colorful |
| • charming |
• lavish |
| • spectacular |
• magnificent |
8. Utility
There are times when the utility of a product is the important consideration.
| • handy |
• reversible |
| • helpful |
• serviceable |
| • useful |
• workable |
| • usable |
• versatile |
| • practical |
• powerful |
| • washable |
• reliable |
9. Money
Making money and saving money are topics of universal concern.
| • wealth |
• liberal |
| • fortune |
• reduced (price) |
| • profitable |
• lowest (price) |
| • bargain |
• discount (price) |
10. Miscellaneous
Here are useful words that apply to a variety of categories.
| • quick |
• successful |
| • quickly |
• gift |
| • easy |
• complete |
| • easily |
• lifetime |
| • immediately |
• absolutely |
| • hurry |
• only (price) |
SUMMING UP
In writing your copy, do not neglect these tested words and phrases that are used in direct marketing advertising. Keep these lists handy. Look them over before you write. Refer to
them often. Put some you, new and how to into your ad, letter or commercial. And before
you write your act now paragraph, review the action phrases that work to promote the
thing every advertiser wants: Action!
Every person that needs to create advertising for their company should read
Creating Successful Small Business Advertising and other books by history's
great advertising practitioners: Max Sackheim, John Caples, Claude C, Hopkins, John E. Kennedy, and David Ogilvy.
About the Author:
John Schulte is an advertising and marketing strategist, and is President and Chairman of the National Mail Order Association in Minneapolis, MN.
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