The 18 Timeless Direct Response Copy Motivators
There are many moneymaking principles that social media, content marketing, or any new fad will not obliterate. These principles survived the crucible of human behavior that will never change.
I contend that knowing and understanding these concepts blow away any new ideas brought on by the growth of the Internet medium.
It's not enough to be technically competent.
Learning how to increase response and create breakthrough copy requires studying the classics written by direct marketing leaders like Victor Schwab who compiled the following in "Mail Order Strategy” (Hoke Communications, 1956). Here's a list of key response motivators by Victor Schwab that great copywriters use every day.
Many greats borrowed from Swab's thinking including David Ogilvy, John Caples, Bob Stone and other communicators.
But I think John Caples' list of 18 human appeals are more memorable and refined for day to day use. I regularly go through this list when creating direct response offers for any channel.
Make more money
Save money
Retirement security
Better health now
Health care security
Security in old age
Advance in profession or trade
Prestige
Enjoyment
Easier chores
Gain more leisure
Comfort
Reduce fat
Freedom from worry
Be in the “in” group
Desire for bargain
Popularity/attention
Outshine the neighbors
Much talk goes on today discussing "new" thinking such as relevant copy, insights instead of benefits, content marketing and so on that really bring nothing new.
Such conversationalists who create or propagate such terms rarely understand the discipline earned by the greats after they created content that moved millions to action.
First learn from the past before attempting to predict the future course of marketing.