Biology is King

You can’t make someone desire something; you can only channel a pre-existing desire towards a means of satisfying it.

There are two types of desire:

1. Biological - desires that are hard-wired into us and cannot be eradicated.
2. Learned - desires learned from others or from the culture in which we live.

In your marketing, try tapping into people’s biological desires by speaking of how your product or service can satisfy one or more of those desires. This will create a sense of “need” for your product and lead people to making a quicker purchase decision.

The 8 Biological Desires You Can Tap Into

1. Survival; enjoyment of life.
2. Enjoyment of food.
3. Freedom from fear and suffering.
4. Sexual companionship.
5. Comfortable living conditions.
6. To “succeed” or gain status.
7. Protection of loved ones.
8. Social approval.

How to Apply it in Your Marketing

Make references to the fact that your product/service/solution will help someone satisfy at least one of the 8 core desires. Think also of the “secondary benefits” of your product that might not be immediately obvious. For example, if you’re a relationship coach who helps married couples rekindle their romance, it’s obvious that your service helps them satisfy desire, but perhaps not immediately clear that it can also help them achieve some of the other desires, such as if they have children or as the byproduct of a healthy and productive relationship.