40 Key Emotional Drivers : Sourced from Victor Schwab : Target Marketing

B-to-B prospects respond to the same key emotion drivers consumers do. In “Mail Order Strategy” (Hoke Communications, 1956), Victor Schwab compiled the following 40 key emotional drivers.

People want to gain:
Health
Popularity
Praise from others
Pride of accomplishment
Self-confidence
Time
Improved appearance
Comfort
Advancement: social-business
Money
Security in old age
Leisure
Increased enjoyment
Personal prestige

They want to save:
Time
Discomfort
Risks
Money
Worry
Embarrassment
Work
Doubts

They want to be:
Good parents
Creative
Efficient
Recognized authorities
Up-to-date
Gregarious
“First” in things
Sociable, hospitable
Proud of their possessions
Influential over others

They want to do:
Express their personalities
Satisfy their curiosity
Appreciate beauty
Win others’ affection
Resist domination by others
Emulate the admirable
Acquire or collect things
Improve themselves generally

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I wonder if they had WIFM (What's InIt For Me?) radio back then too?

Mike Hulen
05/26/2009 at 08:40 AM

Surprise, surprise, surprise!
Human nature is basically simple. We stand the test of TIME.

Sandee
10/30/2008 at 1:48 PM

It's not surprising. We are humans and - no matter how much we evolve, or our technology evolves - we all come from the same place and need (or want) the same, basic things.

Tanner (does Utah marketing)
10/27/2008 at 12:21 PM

Wow, this was written in 1956? The more things change, the more they remain the same. People has the same hopes and dreams about their lives. I guess that is a good thing

wayne roberts
05/14/2007 at 10:01 AM

Wow, I can't believe there's only one other post here! The article I got this link from (Dec. issue) says the copywriter's job "is to manipulate readers into responding - preferably without getting caught in the act." I have to say I don't like this approach, don't agree with it. If you've got a relevant, quality offer and are presenting information that readers want, there's no manipulation involved. I am a copywriter, and never, EVER think of myself as a manipulator. I take on jobs that I believe in and do the best I can to get people to respond. But manipulating them into responding is never on my mind; providing value - to them and my client - is. I think of it this way: I am not just a marketer, but also a consumer/reader/customer. I do not want to be manipulated by anyone, so why would I take that approach to my work? Best, Mandy Minor www.JAllanStudios.com

Mandy Minor
01/08/2007 at 09:53 AM

Wow....not much has changed over the past 50 years. What simple, but unpredictable creatures we (humans) are.

Ted Coleman
12/28/2006 at 10:23 AM