1. To make more money – even though it can’t buy happiness

2. To become more comfortable – even a bit more

3. To attract praise – because almost everybody loves it

4. To increase enjoyment – of life, of business, of virtually anything

5. To possess things of beauty – because they nourish the soul

6. To avoid criticism – which nobody wants

7. To make their work easier – a constant need to many people

8. To speed up their work – because people know that time is precious

9. To keep up with the Joneses – there are Joneses in everybody’s lives

10. To feel opulent – a rare, but valid reason to make a purchase

11. To look younger – due to the reverence placed upon youthfulness

12. To become more efficient – because efficiency saves time

13. To buy friendship – I didn’t know it’s for sale, but it often is

14. To avoid effort – because nobody loves to work too hard

15. To escape or avoid pain – which is an easy path to making a sale

16. To protect their possessions – because they worked hard to get them

17. To be in style – because few people enjoy being out of style

18. To avoid trouble – because trouble is never a joy

19. To access opportunities – because they open the doors to good things

20. To express love – one of the noblest reasons to make any purchase

21. To be entertained – because entertainment is usually fun

22. To be organized – because order makes lives simpler

23. To feel safe – because security is a basic human need

24. To conserve energy – their own or their planet’s sources of energy

25. To be accepted – because that means security as well as love

26. To save time – because they know time is more valuable than money

27. To become more fit and healthy – seems to me that’s an easy sale

28. To attract the opposite sex – never undermine the power of love

29. To protect their family – tapping into another basic human need

30. To emulate others – because the world is teeming with role models

31. To protect their reputation – because they worked hard to build it

32. To feel superior – which is why status symbols are sought after

33. To be trendy – because they know their friends will notice

34. To be excited – because people need excitement in a humdrum life

35. To communicate better – because they want to be understood

36. To preserve the environment – giving rise to cause-related marketing

37. To satisfy an impulse – a basic reason behind a multitude of purchases

38. To save money – the most important reason to 14% of the population

39. To be cleaner – because unclean often goes with unhealthy or unloved

40. To be popular – because inclusion beats exclusion every time

41. To gratify curiosity – it killed the cat but motivates the sale

42. To satisfy their appetite – because hunger is not a good thing

43. To be individual – because all of us are, and some of us need assurance

44. To escape stress – need I explain?

45. To gain convenience – because simplicity makes life easier

46. To be informed – because it’s no joy to be perceived as ignorant

47. To give to others – another way you can nourish your soul

48. To feel younger – because that equates with vitality and energy

49. To pursue a hobby – because all work and no play, etc.

50. To leave a legacy – because that’s a way to live forever

Source: Geoff Ayling “Rapid Response Advertising”

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Geoff Ayling nails it with this list from his book.  Great stuff!

Regards,

Kevin

www.kevincohen.com