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
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
Companies Mentioned:
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Business-to-Business Lead Generation Strategies
Business to Business Marketing Research
Popularity? Really? There's a great essay from Paul Graham about why nerds are unpopular. The short version: Because they have better things to do than the tedious work it takes to be popular.
I love as a writer and marketer to understand what drives people, and find this list fascinating. I think that we intuitively recognize the drivers as we understand people, and automatically address them if we are good communicators. Does that make us manipulative, as Mandy Minor thought back in 2007? It might, but the question I use to salve my probably overactive conscience is, "If they do what we are asking them to do, will it make their lives better, and the world a better place?" If I encourage them to emulate a celebrity by smoking and having indiscriminate sex then I am manipulative. A working definition, if not a philosophically sound one.
I wonder if they had WIFM (What's InIt For Me?) radio back then too?
Surprise, surprise, surprise!
Human nature is basically simple. We stand the test of TIME.
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.
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
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
Wow....not much has changed over the past 50 years. What simple, but unpredictable creatures we (humans) are.