Power Direct Marketing: The Book
Timeless Offer Appeals
Jim Kobs pulled together a series of thoughts as to what people—and your audience is made up of people—want. Fulfilling that want with a sound offer will get you more orders.
People want to gain:
- Health
- Comfort
- Popularity
- Advancement: social–business
- Praise from others
- Money
- Pride of accomplishment
- Security in old age
- Self-confidence
- Leisure
- Time
- Increased enjoyment
- Appearance
- Personal prestige
They want to:
- Express their personalities
- Satisfy their curiosity
- Appreciate beauty
- Win affection of others
- Resist domination by others
- Emulate the admirable
- Acquire or collect things
- Improve themselves generally
They want to save:
- Time
- Embarrassment
- Discomfort
- Work
- Risks
- Doubts
- Money
They want to be:
- Good parents
- Gregarious
- Creative
- "First" in things
- Efficient
- Sociable, hospitable
- Recognized authorities
- Proud of their possessions
- Up-to-date
- Influential over others
Where does your product fall under these four groupings: Gain, want to, save, want to be? Maybe it fits into more than one. Your offer will be affected by all of these things—you, your position in your marketplace, and your product or service.