There are, as you could have heard, 13 human motivators, or "sizzling buttons" that inevitably drive sales.
Use any one, or two of them, in your advertising campaigns, with a deft and artistic touch, and you are going to very easily supply your clients to the precipice – the stage at which he or she is presented with an all-crucial and consequential decision:
To purchase … or not to get.
However, use a lot more than one, or at the most two scorching button motivators in a single advertising campaign … and more than likely, you'll drop the sale.
Just as a sentence should have only one particular considered, lest in confuse and distract the reader, a sales promotion ought to appeal to one particular dominant motivator at a time.
So which one particular, or two motivators will work very best in a recession?
Initial, let's recognize these 13 motivators.

In no certain purchase, they are:

* Fear -Concern of misplaced possibilities, or the loss of a possession. (Plus, hundreds of thousands of men and women just enjoy it when they're frightened – why else Stephen King and Ultimate Destination five?)

* Greed -The coveting of a lot more … far more … and a lot more (And its even now in no way sufficient)!

* Vanity -Mirror, mirror on the wall ... (Indeed, why mirrors at all)?

* Lust -Sex sells. Dare to deny it.

* Envy or Jealousy -It all started when we were tiny mini-me's, and we pulled on mommy's skirt and screamed: "I WANT 1, Also!"

* Pride -Who isn't going to want to be valued and feel essential … (And drive a BMW)?

* Laziness -Why stand when you can sit why sit when you can lie down why operate when someone else can operate for you (otherwise acknowledged as outsourcing)?

* Anger -You have been robbed! You have been cheated! And now you want REVENGE!

* Strength -C'mon, do you know anyone who really desires to be weak?

* Charity -The pleasure is in the offering (so they say).

* Hope -Why else do we endure the slings and arrows of outrageous misfortune (Shakespeare). Due to the fact … soon after all, tomorrow is one more day (Gone with the Wind).

* Prejudice -We all have one or two. Simply because in some perverse way, it can make us truly feel greater about our miserable, guilt-ridden selves.

* Justice -The politically proper, socially acceptable and legal equivalent of revenge.
Ok, so which scorching buttons work very best in a economic downturn?
Hold on, not so quickly.
Along with these 13 motivators, we people are also prey to twelve universal wishes.
Certainly, at one particular time or an additional, irrespective of our intercourse, age, race, political persuasion, or whether we observe CNN or FOX, we are all topic to these twelve wishes – and some of us are subject to all of them all at the very same time!
Once more, a warning: Pander to more than 1 or two and you will muddle your advertising and marketing message.
Okay, these 12 desires are, in no specific buy (and they need to have no explanation):

* Funds

* Excellent seems to be

* Comfort

* Time

* Praise

* Recognition

* Leisure

* Self-self confidence

* Enjoyment or pleasure

* Achievement

* Health

* Protection in our old age
Now, which of these twelve desires appeal most strongly to consumers in the course of a economic downturn – when funds is tight, the potential is murky and an total sense of nervousness and dread leads to several a sleepless, frightful night?
Hmn. Effectively, truthfully, from where I stand, a economic downturn will not end, inhibit or negate any of them!
They all belong to the standard human emotional and visceral food groups, regardless of no matter whether Bernanke institutes QE3, or not.
Simply because they perform in all climates – and in all economies – indeed, they will survive and thrive in the best of times and the worst of occasions (Dickens, sorta).
Consequently …
Great News!
If your solution or support can successfully satisfy any of these twelve wishes, your promotion could be squarely on the road to making you oodles of cash – if you can mix it with a scorching-button recession-evidence motivator!
Crucial Caveat: The wish you choose to arouse and satisfy must be relevant to your product.
For example, if you promote automobile elements, safety in previous age or great seems to be might not be the very best two desires to leverage.
But, if you promote pimple cream … excellent appears undoubtedly functions, as would popularity, praise, self-self-confidence, and, a situation could even be made for wellness (after all, if you appear very good, you truly feel very good).
Okay, now on to …
The motivators you need to totally use in a recession…
Nicely, Worry definitely functions – but use it sparingly. For instance, use it in the lead, to get the readers attention. Right after all, you never want to drone on and on about how horrible items are – they get enough of that watching the nightly information on Tv.
What they genuinely want, for that reason, is HOPE!
Okay, so now we've got two motivators that go hand-in-hand: Concern and HOPE.
Anything else?
ENVY or JEALUOSY performs.
site For instance, your prospect grumbles to himself: "Gezus! How can Harry up coming door still consider annual Hawaii vacations, when I can't even afford to fill my fuel tank?"
So, here comes your solution to the rescue, making it possible for him to act like neighbor Harry, therefore restoring his PRIDE (and presumably filling his empty wallet and gas tank).
LUST, now that is plainly a motivator for all seasons. Absolutely nothing will end carnal want, not rain, nor hail, not even previous age (as lengthy as your product has the horse energy of a minor blue pill).
GREED, on the other hand, wouldn't function.
The regular client isn't seeking for much more – he's looking to hold on to and protect what he's acquired.
And for that same cause, CHARITY isn't a huge motivator in tough economic times either, unless…
Your customers are rich and philanthropic. And if they are, then GREED or CHARITY, and definitely VANITY can be utilised with wanton abandon!
What about ANGER? Definitely!
Yes, play into the rage – the reduction of privilege and comforts that a economic downturn robs your consumers of.
And by all means – pin the blame – join your clients in throwing rocks at the enemy!
Who is the enemy? Those whom your customers may have a PREJUDICE against – Wall Street, Congress, Obama, the Tea Get together, your landlord, your boss who denied you a raise, the checklist could be endless!
Right after all, your consumers want, without a doubt they demand JUSTICE!
But be wise and delicate about it. Use good taste. Do not blame the Jews, the blacks, the Mexicans, the bad, or even your mom-in-law (unless of course you're fully capable of cooking and carrying out your own laundry).
And what about LAZINESS? Silly question – which is yet another all season perennial!
For instance, there are hundreds of thousands of obese guys and ladies who would eagerly pop a handful of capsules rather than run five miles on the treadmill, much less deny themselves the pleasures of chocolate, ice cream and cake.
And if a pill, powder, or chair (which effortlessly folds and stores in a closet), can miraculously turn their pot bellies into a rippling rack of 6-pack abs in 90 days or less – and – give them the Strength to bend steel in their bare hands and leap tall buildings in a single bound (Superman) – it truly is a no-brainer!
My, my, my, dear marketer, what have we just discovered here?
There are no one particular, or two, scorching button motivators ideal suited for a recession!
Depending on who your consumers are, what they worth, what drives them and what they wish – there are specifically 13 motivators… and 12 desires … to select from.
In which situation … what recession? 2012 is going to be a great year for you!