If you've ever written copy, chances are you've used some kind of template.
And while templates are a great place to start, you need to understand the deeper psychology behind sales.
In particular, the core human needs.
Today, I'll be tackling four of these needs and how you can target them.
1) Survival
At the lowest level, every human wants to survive.
This means eating well, training your body, and having enough vitamins and nutrients to keep your organs functioning.
It's a simple but essential need that people will pay thousands for.
Think of the common sales comparison:
"You'd pay $1 for water in New York but $1m in a desert."
So how can you use this in your copy?
Outline a pain point your reader is experiencing and give them a comparison (for example living healthy and what's going wrong).
From here, explain what they could be doing to live healthy and link your product as the solution.
2) Reproduction
Once all survival needs are met, it's basic human nature to want to reproduce.
This is crucial to humans as a species and an extremely powerful way to engage with your reader.
Think:
> Models and lust by perfume brands
> Bodybuilders by supplement companies
> Popularity and being surrounded by the opposite gender in the info space
All of these angles focus on reproduction at their route.
3) Safety/ security
Safety and security are often used in writing tailored towards women.
In your copy, safety can come in the form of:
> Trial periods
> Money-back guarantees
> Social proof from former customers
You can also use safety in your angles.
For example, let's say you're marketing an info product that helps women leave their 9-5.
Instead of focusing on adrenaline boosting copy (fast cars, mansions, partners) your angles would focus on replacing or supplementing the reader's current income.
Of course, this is an oversimplification and some women may want the fast cars.
However, in terms of human psychology, women look for security more than our fourth human need...
4) Status
Status is the reason most people take action.
They start businesses to make more money, which they can use to show status.
They go to the gym to build their physique, which they can use to show status.
They post pictures with famous people, which they can use to show status.
Most of life is a status game (Whether people want to accept it or not).
Use this to your advantage.
In your copy highlight how the product/ solution could elevate the reader's status. (Cars, sexual partners, houses, assets, etc)
Next time you're writing, make sure your angle targets one of these human needs.
It doesn't need to be obvious, but the more you can focus on underlying needs, the better your writing will convert.
Have a great week,
Copy "core human needs" Maverick
