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What Makes Us Click:

7 Things Humans Want

I’ve taken what I know about human motivation theories, psychology of persuasion, and effective copywriting, and smooshed it all together into an easy-to-remember, and simple-to-implement list of 7 things humans want.

When humans do anything (click, read, download, opt-in, buy) it’s usually driven by at least one of these seven triggers.

Every piece of content should have at least one trigger included, otherwise it’s not going to get read, remembered, or make any kind of impact.

Warning: Once you know these triggers, you can never unsee them. You’ll notice them everywhere you go, in everything from TV ads and movie trailers to product packaging and public service announcements.

Here’s the 7 - in no particular order.

#1 The Chance To Win

We ‘win’ any time we get an outcome that is disproportionately positive when compared to the time, money and energy we have invested.

Bingo, competitions, Lotto, gambling, Buy One Get One Free, 50% off, 100% extra free

#2 Protection From Loss

We value products / information /services that help us maintain, sustain, or protect something we already have and value.

Exercises to maintain our strength and flexibility, skin cream to maintain a youthful appearance, vitamins to protect our children’s health.

#3 Self Expression

We value opportunities to express our own identity - to align with something that supports our values or our self-image. We share social media posts, leave comments, buy products as a way of self-expression. Apple products are for Rebels. Maybelline products are for people with charisma. These products make us feel heard and seen.

#4 Belonging & Community

Similar to ‘Self Expression’ we value content and products that allows us to feel as sense of belonging, to feel like a valued member of a community or inner circle. If you drink Haig Club whiskey, or use Lynx body spray, or share posts from Hurrah for Gin, you are part of a particular club.

#5 Time

We want to complete our tasks minimal time and effort and/or to a higher-than-expected standard. Cleaning products are marketed by promising the brightest shine with the least amount of time and effort possible. Ready Meals feed us quickly. Dishwasher tablets give you cleaner dishes.

You get the idea. We want more efficiency so we have more time. We want better results more quickly.

#6 Resources

Food, sex, water - the basics of life.

#7 Well-Being

Physical and mental well-being.

Of ourselves and our loved ones.

We’ll pay for things that will help us feel better, so we can enjoy life more.

And often our improved well-being will help us access the other things on this list.

A word about money

Yes, we want money.

But we don’t really want pretty numbers in our bank account or pieces of paper in our wallet.

We want the things that money can buy us - the 7 things on the list.

So, yes, promise more money, if that’s what you can deliver. But your marketing can be more compelling if you dig into what your prospects want to use that money for.

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