Power Up Your Copy With “The 5 Great Motivators”
How do you get people to act on your mailings? In his book, On the Art of Copywriting, direct marketing guru Herschell Gordon Lewis says you should tie your benefits to one or more the “Five Great Motivators” --
- FEAR
- GREED
- GUILT
- EXCLUSIVITY, and
- NEED FOR APPROVAL
For examples, look to the direct mail you receive and see if you can identify which of these motivators were used.
Note: You may also be interested in Maslow’s Hierarchy of Needs, from a 1943 paper he published titled “A Theory of Human Motivation.” |
