Everyone who reads ads is a god, and can always evaluate one or two and say seven or eight: not enough to impress here, no attraction there.

However, when we go to make the advertisement ourselves, we usually suffer and have no idea how to start.

Why are consumers just drawn to you?

Why are they impressed after watching the ad and end up buying?

What do people really want?

What is it exactly that makes them react the way they do?

To these questions, Drew Erik Whitman's bestselling book, Sucking Ads, may give us some guidance.

Many ads fail in wishful self-presentation, but consumers never care about you, they only care about themselves.

Care about yourself what?

Your ads can move consumers and drive them to action in minutes, so they must have touched some of their desires.

Whitman, in "Sucking Ads," points out that human needs can be summarized into eight basic desires:

1. Survival, enjoyment of life, and prolongation of life

2. Enjoyment of food and drink

3. Freedom from fear, pain, and danger

4. Seeking sexual companionship

5. Pursuit of comfortable living conditions

6, compare with others

7, care and protection of their loved ones

8, to obtain social acceptance

These 8 desires have created countless classic cases, not only advertising copywriters will often use, too many too many marketing, operations people will also use these 8 points by deer in the middle of the world to consolidate the status of the jianghu.

01

Survive, enjoy life, prolong life

Although the world is busy, there are always people who live poetically.

Clothing, food, shelter and transportation are the basic material needs of human existence, but they also give rise to never-ending desires. The vast majority of people always know how to make their lives more comfortable, and hope that they survive better.

If there is something that we can accomplish to make ourselves better, then we are more likely to act on it, no doubt about it.

Why else do all products and advertisements portray points of interest to the consumer, and all create a better life to aspire to?

We enjoy the happiness and change brought by fitness, so keep says self-discipline gives me freedom;

We revel in the comfort and indulgence brought by travel, so Ctrip preaches that it's okay to talk about it;

We love flowers, and FlowerPlus tells you to spend what you spend on a cup of coffee, one flower a week, to experience the feeling of flowers brightening your life.

Then, for example, Racer started with ordinary Racer users in the 2019 New Year's Eve to record what ordinary people really look like.

They come from different parts of China, or even a corner of the world, and show people the joy of every life, which is a way to enjoy life.

Will not seaweed dance, only with the wolf **** dance

No nine to five, only the twilight

From the end of the line, there is the rest of the life so far

There is no script for life, everyone has their own way of living

Life is very beautiful, you need to go to the discovery and find it, how much can your products allow consumers to enjoy the beauty of it?

Not just functional, but also emotional.

02

Enjoying food

The best wake-up sound would be something like this:

Potato and beef soup being simmered to a muffled gurgle

The stinging sound of barbecue sauce smeared on browned meat

The zippy sound of frying fries expanding in a frying pan

The shalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalalala of fried rice, shrimps, and egg floss being tossed around in a pan.

The lurching sound of sweet wine being poured into a glass

The clicking sound of crunching garlic liver paté-crusted bread ......

Our memories of flavors can be long, so long that time can't change them. It can also be stubborn, favoring one flavor over another, a mutual chain of contempt.

Brands, more often than not, go to great lengths to find points of association with this memory and mobilize your taste buds.

They also use exaggerated expressions to tell you how delicious it is, extreme photography to make the food colorful and flavorful, and detailed copy descriptions to make your mouth water at a glance.

For example, the domestic food documentary "Flavors of the World", which is known as the most delicious food, will make foodies crave for more every time the picture and the copy are combined.

Precise texture? Irregular holes

Like the surface of the moon

Thousands of high-intensity collisions

have changed the original face of beef

and given them a new taste that is off the charts

The moment the crab shells cracked

The crystal-clear crabmeat popped out

Multiple flavors of the spices emerged in the moment of entry<

The sweetness of the crab's brain blends in

The moisture-rich meat delivers a bouncy, smooth taste experience

Dry words are neither graphic nor appealing when it comes to describing food.

In my opinion, the food copywriter should start from the most real scene of the food, and bring himself into it, describing in as much detail as possible the experience and feeling of the food from the five senses, that is, from their own visual, auditory, olfactory, gustatory, and tactile senses of the whole to describe.

Try it, the effect will be different!

Of course, there are more clever techniques, the food will be given to the feelings, so that when people eat their fingers, the heart is also a lot of feelings.

For example, a set of advertisements of Home Dining APP, when food and home are linked together, the taste of home is the softest place in the heart of every person who works outside.

After sending off your parents, you can still eat bacon fried with bamboo shoots

Just feel like you're doing okay in Beijing

In addition to calling your mom and dad

Ordering lunch is the only chance you have to speak Sichuanese

The distance between Shandong and Fujian is 2,000 kilometers

In this case it's just a bowl of congee away

03

Freedom from fear, pain and danger

The source of fear is the desire of the human heart to make, to suffer is also to suffer, the human instinct allows us to avoid harm.

And learn to be afraid of is a kind of human instinct to protect themselves, our ancestors, because of the fear of beasts and night, found and continued the fire; fear of hunger, began to learn to grow food, domesticated livestock. Fear is the inevitable result of human adaptation to the environment, but also one of the sources of social development and progress.

Biological research also strongly supports the attraction of fear to people. The adrenaline that fear brings creates quite a sense of fulfillment. (That's why people who are obviously afraid of watching scary movies cover their eyes while pulling their voices)

There are even more examples of advertisements that use fear to attract people's attention.

The camera seller doesn't sell the camera properly, and has to make you feel like your home is being stolen every day;

The English trainer doesn't teach properly, and has to make you think that your child is an idiot if he doesn't speak English;

If you're sick, you can find a hospital website to consult with, and you can talk about your time being short;

More and more businesses are selling fear even more than they are selling the value of their products.

More and more businesses are peddling fear even more than they are peddling product value.

Fear is a great attraction to people, but more of it is equally pervasive. Fears need to be appropriate and reasonable, and the solutions need to be scientific and robust. Appropriate humor subtly also reduces the sense of peddling.

Durex, for example, played it pretty smart. For Father's Day, Durex put out a poster:

To all those who use our competitors' products: Happy Father's Day.

The Economist, which targets high-end businesspeople, also knows this kind of fear, and instead of directly convincing readers to subscribe, it advertised this:

"I've never read The Economist,"

said a 42-year-old management trainee.

In short, if we're going to lose something we love if we don't complete a behavior, then we'll be more willing to act out of fear of loss.

Similarly, if doing something will avoid a certain scenario or outcome that we have been dreading and fearing, then we are more willing to do it, and everyone wants to take a break from their current loathsome and painful situation.

04

Getting fabulous sex partners

At the sight of short sleeves one immediately thinks of white arms, one immediately thinks of full nudity, one immediately thinks of sexual intercourse ...... This is a primitive human urge.

The food, sex is also.

This is the word of the ancestors, which says that eating and sex are the nature of man.

And with pornographic hints of advertising has been more than 100 years, until now, although it is controversial, but it is undeniable that now, whether you open the cell phone, or read magazines, or look at the ads of big brands ...... The first time I've seen this, I've seen a lot of "sexually suggestive" marketing.

In 1954, Marilyn Monroe's phrase "I only wear Chanel No. 5 in my dreams" made Chanel No. 5 synonymous with sexiness, which once caused a sensation and stirred the hearts of countless men and women, and was followed by countless imitators.

Leading men's magazines Maxim and FHM have done several tests on covers, and the results show that issues with half-naked women on the cover sell significantly more than male celebrities, even though male celebrity-related content is what male readers are eager to read.

There have also been studies showing that sexual stimulation does attract short-term attention from customers. Advertising guru David Ogilvy refined the 3B principles of advertising, Beauty, Baby and Beast, and Beauty was at the top of the list.

Marketing with a little color, whether it is the age of male or female, although not respected by the mainstream point of view, but the topic is enough, the publicity effect is excellent, and therefore favored by many brands.

For example, to play a ball STELLA LUNA.

STELLA LUNA multi-country medical research pointed out that: male animals see the woman wearing STELLA LUNA average heartbeat of up to 130 times; scientists have found that the number of eyeballs attracted to a pair of STELLA LUNA can be around the Earth 20 times.

And then there's the classic BMW used car ad that pretends to be unintelligible and has a lot of substance.

You konw you're not the first. But do you really care?

You know you're not the first, but do you really care?

There are also a lot of fitness ads that will often include sexual innuendo, suggesting that working out will get you more attention from the opposite sex, fulfilling this "get a fabulous sex partner" mentality.

Of course, among so many fashion brands that interpret sexiness, the most iconic Calvin Klein must of course be mentioned.

Klein has been teasing viewers from time to time in their advertisements since the 80s, and the brand's image has been built on constant controversy.

Their previous ads for Justin Bieber's line of jeans I was simply embarrassed to watch.

There is no doubt that all elements related to human emotions work in advertising, and sex is one of those spontaneous and strong emotions.

Don't talk about sex, but don't have sex for the sake of sex either. It's not sex that bores consumers these days, it's the crude understanding and use of sex, so play it smart.

05

The pursuit of a comfortable life

The pursuit of a comfortable life needless to say, and the first is more like, everyone is slowly learning to enjoy life, the pursuit of high-quality lifestyle.

In particular, everyone said that the consumer upgrade, some people say that the consumer upgrade is consumers began to like to buy more and more expensive and more upscale things.

This is not the case at all!

Consumption upgrading is precisely reflected in the brand and product not to create a sense of luxury, not always emphasize the expensive upscale; but to shape the product real high value and high sense of experience, to create a high sense of identity and brand affinity, and consumers have emotional and value connection, to meet their needs in pursuit of the ideal life.

Fantai, for example, is a good representative of consumer upgrading, they have never played according to the cold high-grade products, but continue to emphasize a new way of life.

Whether it's their marketing or copywriting, they are emphasizing a high sense of experience, and establishing an emotional connection with consumers, with temperature and sentiment. The more the consumption is upgraded, the more they go to insight into the needs, understand life, and understand the user better.

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The pursuit of a comfortable life is not so much a material enjoyment as it is a spiritual and emotional enjoyment of oneself.

A brand new branding video launched last year puts forward the slogan "young, is the flower". With four young people's stories of chanting, it encourages everyone to be or call themselves what they want to be.

We are the new nomads

Our home is all over the world

Xiaolei & Yijia, used chanting to make a home in 4 cities

My thoughts are burning hot

I don't want to wait for it to get cold

Xiaxin & Liu Xun & Hao Da Creator, used chanting to buy a desk

I I'm afraid that my world is only two points and one line

Lin Yuping, using the chanting to start their own global travel

And this year, McDonald's summer ads put a new spin on the word "lazy," writing about the comfort of summer. Again, it portrays a sense of comfortable living.

Don't rush the subway, don't rush the time

Sleepy in summer, cool when you wake up

Summer vacation is short, daydreaming is long

06

Climbing with people

No matter whether it's the old man or the child, whether it's a man or a woman, no matter whether it's a successful person or a loser, there's always one thing that people can't do without, and that's to climb with others.

Everyone has a strong sense of self-esteem, they want to be better than others, and at the same time want to be respected by more people.

If your ad copy can make it obvious to the consumer that they are superior to others, then it is more likely to gain his favor.

Take, for example, the classic Royal Chivas Regal ad, which was done by copywriter Neil French.

Neil French's strategy in advertising Chivas Regal was to tell the public very confidently that Chivas Regal was different and unaffordable.

It is because of this kind of wildly cool, cool and exciting style that consumers remember him, owning Chivas Regal is a kind of status symbol.

This is a Royal-Chivas commercial

If you need to see its bottle, you're obviously in the wrong social circle

If you need to taste it, you don't have the experience

If you need to know how much it costs, turn the page, young man

And if you don't recognize it,

well, then you're probably not ready to enjoy it. ready to enjoy it.

Then there's the YSL Star swipe ad.

YSL's Star lipstick was successfully screened in the circle of friends in October 16, topping Baidu's luxury brand list in just a few days, and becoming a touchstone for girls to test their boyfriends.

A good way to utilize the psychology of climbing, there is one, is to use the group.

Do your users have a group they like, admire, are proud of, or want to be a part of?

If so, he must be eager to join this group, and at the same time, we will do a lot of things to change ourselves, hoping that we can also become a member of this group, or to strengthen their identity of this group, to satisfy the sense of climbing.

So, can the things you want him to do or the products he chooses be a sign of behavior or exclusion specific to this group?

The Economist magazine ads, for example, capitalize on the power of this aspirational group to inspire consumer climbing.

2/3 of the Earth's surface is covered by water,

and the rest is covered by the Economist.

The Economist - Leader's Digest

Similarly, are there any groups that your users hate, oppose, want to get rid of, or don't want to be a part of?

If your product, copy, etc. helps them distance themselves from those groups and can be a sign of not being in that group, then they're more likely to favor you, too.

Or The Economist, who target high-end business people who certainly don't want to be the person who has been in the workplace for years but accomplished nothing. So their ads say this:

"I can't stand The Economist!"

says a 37-year-old blogging and communications expert.?

07

Taking care of and protecting your loved ones

There's an interesting effect in economics, where people always make excuses to themselves when they're buying something, saying that this is being paid for by their family, and then they'll be more likely to complete the purchase.

And it's in everyone's nature to take care of and protect the people they love, especially parents and children, and it's the driving force behind a lot of advertising.

If a person feels that others have given a lot for him, or even made sacrifices, and he himself has given very little or owed something, then he will want to do something to compensate others for peace of mind.

At this time, he will also be more inclined to choose a certain product, because it is not for their own enjoyment, but to compensate or take care of the people around them, which should definitely be done.

For example, Vipshop last year's New Year's Eve video: a casual remark from us is a big move from our parents.

How long has it been since you've been home?

How many days do you spend with your family 365 days a year?

Your parents, what have they done to expect you to go home more often?

Every year, when we go home for Chinese New Year, a casual remark from us is a big fuss from our parents.

Maybe you don't realize how many changes your parents have made in anticipation of you coming home more often.

Every mom and dad has a little book.

They can't learn those passwords, in fact, they are looking forward to us coming home more often.

This year's Spring Festival, bring love and New Year's goods to go home earlier, happiness is to be together.

You have to think about it, who in the past for your users have paid, sacrificed, suffering; who is their special concern; who is they may have been in the bottom of the heart to feel some neglect and owe .....

And what does your product allow him to do for them?

08

Getting social acceptance

Everyone wants to get everyone's approval, everyone wants to be praised by others, even if you are a saint, can not withstand the disapproval of all.

Why is it that some inspirational stories, some chicken soup copy always impresses people and gets everyone's ****sing?

A very important reason is that this content says what a lot of people want to say, and they want more recognition.

What can your brand and products do for consumers to get more recognition?

For example, there's no shame in saving money, it's not about being cheap, because "looking good is a principal, spending money beautifully is a skill".

This is what Allied Supermarkets told me.

For example, when a woman gets married, she is required to follow the four virtues, such as "parents' orders, matchmakers' words", such as "a woman has to get married and have a child at 30" and so on, and these social solidification standards have pressed a lot of women to gasp for breath.

They have their own lives, they have their own ideas, they want to be recognized by society.

Based on this, sk-II launched the advertisement "She finally went to the dating corner".

sk-II shares the voices of several older women:

On one side is the traditional Chinese society's lack of understanding of "leftover women"; on the other side is the worry of parents.

In the end, the girls went to the "dating corner", but instead of compromising, they wrote down their heartfelt words to let their parents know what they really think about marriage.

SK - II is a brand that has changed the way we look at our skin to rewrite our destiny as women, promoting the values of independent and confident women. Their gesture of speaking up for women not only gained buzz. More importantly, as a brand, they have allowed countless women to be recognized.

Then again, there have been many young people with strong personalities who are not well recognized, such as graffiti, rock and roll, tattoos, street art, etc., and are even considered to be out of practice.

Based on this, Stranger launched the "I am one of the Stranger", is for this group of young people who love life, personality crazy voice, through their self-explanatory inner monologue caused by the young users of the **** Ming, but also to tell all the young people group, Stranger better understand you.

Well, the above 8 kinds of human nature basic desire to this, I hope to bring you some inspiration.

Especially in marketing, planning advertising copywriting, you can think about, your brand and products and consumers which basic desires related?

And then make good use of this point to stimulate the consumer's inner desires. Ads that poke at human nature can have a much stronger effect than if you do it aimlessly.

After all, even cows say, "I can calculate the orbit of the celestial bodies, but not the madness of human nature!"

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文 | 木木老贼(公共号ID：mumuseo)

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