Sourced From Victor Schwab

Sourced From Victor Schwab
40 Key Emotional Drivers

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