Have a great weekend, everyone!


Today is Saturday, brush again “Charming and Zhiming”, feeling quite a lot. What are you up to?


Back to the topic, recently I was reading the book “Money advertising”, there is a very unique point of view, to share with you.

There are eight different desires that people are born with, and using these desires to create advertising copy can be surprisingly effective.

They are:

1, survive, enjoy life, prolong life.

2. Enjoy food and drink.

Freedom from fear, pain and danger.

Seek sexual partners.

Pursue comfortable living conditions.

6. Keep up with the Joneses.

Take care of and protect the ones you love.

8. Gain social acceptance.

If you think about it, these 8 desires really do exist in all of us. When you learn to tap into the natural desires of these people to market your product, your advertising will have self-propagating power.

Here’s an example:

Your home is a den of filth, with hundreds of species of bacteria waiting to infect your child as he crawls across the kitchen floor and shoves plastic toys into his mouth. Don’t laugh! Did you know that a single bacterial cell can divide into more than 8 million cells in 24 hours? Microbes that aren’t visible to the naked eye can be psoriasis to diarrhea, psoriasis to common cold to flu, meningitis, pneumonia, sinusitis, skin conditions, strep throat, tuberculosis, urinary tract infections and many more.

Solution: Laishupai Spray disinfectant. It kills 99.9 percent of bacteria on average contact surfaces in your home and costs just $5 a can.

How’s that？ Do you have the urge to buy spray disinfectant after reading the advertisement above? This copy exploits your desire to be free from fear, pain and danger.

The 8 Force ideas also remind me of Maslow’s hierarchy of needs, as follows:

A person’s primary concern is physical needs, followed by safety needs, then social needs, then respect needs, and at the top are self-actualization needs.

If you think about wechat satisfying your social needs and King of Glory satisfying your self-actualization needs, you can get a sense of accomplishment in the game.

So you don’t have to play Honor of Kings, but you can’t live without wechat to a large extent. The lower the level of demand is the more rigid, which is also needed to consider when making products.

In addition to the eight innate desires mentioned above, Commercial Money also identifies nine secondary human needs learned in the background.

They are:

1) The need for information.

2) Satisfy curiosity.



3) The need to keep the body and surroundings clean.

4) The need to pursue efficiency.

5) The need for convenience.

6) Demand for reliability (quality).

7) Express the need for beauty and style.

8) The pursuit of economic (profit) needs.

9) Demand for good quality and cheap goods.

After a careful thought, these levels of needs can actually correspond to our daily life. For example, shared bikes meet our demands for efficiency and convenience. Surfing the Internet for news is to satisfy the need for information, gossip is to satisfy curiosity. And so on.

These theories have summarized the needs of everyone’s daily life in a very comprehensive way. When you create a new product, you may wish to consider what needs your product meets from these perspectives and whether it really solves the pain point problem.

When you figure that out, I think the probability of failure goes down a lot.


Postscript:


Recently I saw a sentence in Fanfu, which suddenly touched me. The following


The world is like a giant claw machine, I’m through the glass, just want you.