The eight appeals

Well you are trying to sell something to someone. Yes you know that your product/ service is probably the best thing that has ever happened to the human civilisation after the discovery of fire and the invention of the wheel. In fact you are absolutely, absolutely certain of it, as certain as night follows day. But does your prospect care? Is it worth her time, her risk, her inconvenience, her natural inertia and her poor experience from past bad buying decisions? Well, maybe not.

In order to reach the mind of your prospect, you must appeal to any of the following things that your prospect wants to be :

1. Happier
   
2. Smarter
   
3. Healthier
   
4. Richer
   
5. Safer
   
6. More secure
   
7. More attractive
   
8. More successful
   

Any sales or marketing message that does not appeal to any of these eight desires, is not likely to succeed.