The life- force 8

The Life-Force 8 Human beings are biologically programmed with the following eight desires:

1. Survival, enjoyment of life, life extension.
2. Enjoyment of food and beverages.
3. Freedom from fear, pain, and danger.
4. Sexual companionship.
5. Comfortable living conditions.
6. To be superior, winning, keeping up with the Joneses.
7. Care and protection of loved ones.
8. Social approval.
   Who could argue with these things? We all want them, don’t we? But in
   how many of your ads do you openly use an appeal to one or more of the LF8? I bet few, if any. Why am I such a doubting Thomas? Simply because it’s unlikely that anyone ever taught you to do so.
   Listen: When you create an advertising appeal based on any of the LF8, you tap into the power of Mother Nature herself. You tap into the very essence of what makes humans tick. You see, you can’t escape your desires for the LF8. You were born with them, and they’ll be with you until the day you die. For example:
   ✸ Can you shake your desire to eat? (LF8 #2)
   ✸ Can you suppress your will to survive? (LF8 #1) ✸ How easily can you quash your desire for physical comfort? (LF8 #5)
   ✸ Can you stop caring whether or not your child looks both ways before crossing the street? (LF8 #7) You don’t need to conduct studies to answer these questions; the answers are obvious. These desires are biologically programmed in each of us. They’re part of what makes us human. They’re powerful motivators. And smart advertisers can tap into them like pushing a plug into an outlet.