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Here are three basic buying motives to keep in mind when planning a radio program.
1. SELF-PRESERVATION. People need food, clothing, and shelter for themselves before they can think of other people and other things. The strongest and oldest instinct is "Look out for Number One first."
2. ROMANCE. After people have food, clothing and shelter, their thoughts turn to leisure and to romance. Romance includes not only sex but also adventure, travel, fashionable clothes and accessories, attractive homes and furnishings, motor cars, and all the other aids to comfort and happiness.
3. MONEY. People will buy products or services that will help them make more money or show them how to save money.
There are many other supplementary buying motives, but the 105,000 word combinations in our library indicate that 85% of all sales can be made by appealing to these three basic buying motives.
So fashion your ideas and words to proceed past the prospect's mind with its cold reasoning, past his efforts to be strictly logical; go deep into his heart and move his basic buying urges emotionally.
Remember, fear and desire are the forces which motivate most people. Men fear declining virility and health ; women fear signs of age. On this basis, both will respond to all sorts of drugs, cosmetics, health lamps and other apparatus, as well as the lure of climate and vacation trips where youth and health are plentiful.
Desiring to end money worries and become financially secure, people will be interested in whatever promises to increase their productivity, save time, make them go-getters. They will invest in stocks, bonds, insurance or gold bricks, as well as all the personalityand confidence-builders on the market if they play on man's inherent desire to get ahead.
Whether you are planning a new radio program or remodeling an old one, bear in mind that people buy not from cold logie but from emotional appeal. Consider the three basic buying motives and direct your commercials straight at them. Penetrate the halflistener's mind with a swift "daze crasher" that gets attention and holds it. Deal in dreams that are attainable, in romance that is \\athin every listener's reach. In other words, give every listener what he most desires in life, and what he most desires may often turn out to your product.
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