What People "YOU" Really Want

People are people and human nature is human nature.
We are neither as complicated nor as simple as we might believe.

Yep, there are some basic, even universal appeals that work over a broad spectrum of markets.

Every person has his or her own reasons for responding to a given message. There are lots of appeals, and they each take many forms. More than one is usually at work in any message.

People want what they don’t have:

Time — for themselves, their family, their interests

Comfort — ease, luxury, self-indulgence, and convenience

Money — to save, to spend, to give to others

Popularity — to be liked by friends, family, and signi@257; cant others

Praise — for intelligence, knowledge, appearance, and other superior qualities

Pride of accomplishment — doing things well, overcoming obstacles and competition

Self-con@257;dence — to feel worthy, at-ease, physically or mentally superior

Security — in the home, in old age, @257;nancial independence, provisions for adversity

Leisure — for travel, hobbies, rest, play, self-development

Fun — feeling like a kid again, doing something for no good reason, goo@257; ng off

Prestige — feeling of importance, a member of a select group, having power

Enjoyment — food, drink, entertainment, sex

Health — strength, vigor, endurance, longer life

Better appearance — beauty, style, physical build, cleanliness

Exclusivity — being in on something special

Envy — having something others have

Ego Grati@257;cation — to support or enhance self-image

Business Advancement — feeling successful, getting a better job, being one’s own boss

Social Advancement — keeping up with neighbors, moving in desirable social circles

People want to avoid loss of what they have:

Just as people seek to gain what they don’t have, they also seek to avoid losing something once they have it. The potential loss of any item on the previous list is a strong motivator.

People want to avoid unpleasant experiences:

While people are driven to seek out pleasant things, there is an even stronger drive to avoid unpleasant things. This is not to say that negative appeals are always best, just that they work on a more basic level. When a negative appeal is appropriate, it can be potent.

Embarrassment
Offense to others
Domination by others
Loss of reputation
Pain
Criticism
Risk
Work
Effort
Discomfort
Worry
Doubt
Guilt
Boredom

People want to act in a particular way:

People usually have a speci@257;c, emotional reason for doing something, though they may not be conscious of it. Remember, though, that most people want others to think they act logically and unsel@257;shly — and they resent any suggestion otherwise.

Express what they view as their unique personality
Satisfy their curiosity about some subject
Feed their appetite for something — physical, emotional, or spiritual
Act or appear like their heroes
Attract the opposite sex
Acquire beautiful or rare objects or trappings that “say” something about them
Improve themselves in some way, physically or mentally
Gain affection of family, friends, and others whose feelings are important to them
Be accepted into another social circle
Get ahead at work
Add beauty or elegance to their lives
Impress others, build and reinforce their reputation
Ful@257;ll what they view as their duty
Enjoy themselves or just play
Create or accomplish something they can be proud of, to make their mark
To get rich or make money
Reward themselves for something
To protect themselves from harm of some kind

People want to see themselves and “be seen” in a favorable way:

People genuinely want to be good people with desirable qualities, which is why they are constantly trying to improve themselves and their lives. Perhaps even more important, they are sensitive about what others think of them.

Smart or savvy
First or best at something
Unique, one-of-a-kind
Creative, either generally or in a special area
Good parents
Ef@257;cient
Recognized authorities
Up-to-date, well-educated, or “with it”
Gregarious and sociable
In@258;uential, able to get things done
Independent and individual
Popular, well-liked
Part of a group, “one of the boys”