As human beings, we have basic needs such as food, freedom, comfort, health, survival, and so on. These needs are common to all humans. To compose an effective message, you need to appeal to any or more of these needs.
Why appeal to your prospects’ basic needs? Because everything we do – yes, everything – is motivated by a deep-seated desire to satisfy one or more of these basic needs.
The renowned economist Adam Smith understood this well and wrote about it in his famous book, The Wealth of Nations:
“It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their own self-interest. We address ourselves, not to their humanity but to their self-love, and never talk to them of our necessities but of their advantages.”
Let me paraphrase that for you to enhance your understanding…
People are not going to act because they have pity or sympathy for your ideas, people are not going to patronize you because they think you are working hard when others are loafing or stealing. Don’t base your source of income on such notion.
People will act on your message, people will pay you if you talk about them and what they want and need and how what you offer can help them get that thing they want or need.
That’s better, huh?
Now, in addition to helping you tap into what motivate your prospects, this appeal also answers two critical, million-dollar questions your prospects always ask before deciding to invest their money and/or time in anything.
- “What’s in it for me?”
- “Why should I do what you’re asking me to do?”
Now, stop and think about this: Why did you take your time to download and study this ebook?
If you reflect deeply, you’ll discover that it is basically because you want to be superior to others and you want to succeed in your SMS marketing campaigns and you also want people to see you as knowledgeable.
For your information, the desire to succeed, to be superior to others, to be approved by people are all basic needs.
If I were to write a text message to get you to download this ebook, I’ll appeal to these basic needs in these ways…
- Soar above your competitors!
- Become an effective SMS copywriter
- Dominate your market with your superior text message copywriting power!
- Get people to respond to your text messages immediately!
- Discover how to compose powerful text messages that make the world do your bidding!
Are you getting it?
Now, the desire to be superior to others, to succeed in your SMS marketing campaigns, for people to see you as knowledgeable are all needs on Level 4 of Abram Maslow’s popular Hierarchy of Needs. See the next page for the hierarchy.
Maslow’s Hierarchy of Needs
(8) Transcendence: to help others find self-fulfillment and realize their potential
(7) Self-actualization: to find self-fulfillment and realize one’s potential
(6) Aesthetic: symmetry, order, and beauty
(5) Cognitive: to know, to understand, and explore
(4) Esteem: to succeed, be competent, gain approval and recognition
(3) Belongingness and Love: affiliate with others, be accepted, friendship
(2) Safety/security: out of danger, survival
(1) Physiological: hunger, thirst, bodily comforts, shelter, air, etc.
You see, no one can run away from them because these needs have been biologically programmed into our genes since the dawn of creation by the Creator.
That reminds me of the stories I read in the bestselling book, How to Win Friends & Influence People by the late amiable, eccentric, and indefatigable Dale Carnegie.
By the way, the basic reason most of us bought and read the book over and over again is because of the same thing we’re talking about here – the need to succeed, to be competent, to gain approval.
Even the title itself appealed to those basic needs.
Alright, here are the stories… pardon me for choosing to reproduce Dale Carnegie verbatim. It’s just that I’m in love with his phraseology and choice of words. Here we go…
“When the late Lord Northcliffe found a newspaper using a picture of him which he didn’t want published, he wrote the editor a letter. But did he say, “Please do not publish that picture of me anymore; I don’t like it”? No, he appealed to a nobler motive. He appealed to the respect and love that all of us have for motherhood. He wrote, “Please do not publish that picture of me anymore. My mother doesn’t like it.”
“When John D. Rockefeller, Jr., wished to stop newspaper photographers from snapping pictures of his children, he too appealed to motives. He said: “You know how it is, boys. You’ve got children yourselves, some of you. And you know it’s not good for youngsters to get too much publicity.”
See how it works?
So, if you want people to respond to your SMS, appeal to their basic needs. I already gave you examples; here are more examples to get your creative juices flowing…
- Be the first to… (this is level 4 on Maslow’s hierarchy: need to win, to one-up people)
- Connect with other notable women just like you in… (this is on Level 3 on Maslow’s hierarchy: the need to belong)
- Protect your yourself & family now from… (this is on Level 2 on Maslow’s hierarchy: the need to survive, to protect loved ones)
- Live longer with… (this one, too, is on Level 2 on Maslow’s hierarchy: the need to survive)
Others are: Enjoy super health, attract the man of your dreams, save time, save money, win the admiration of your audience, win the praise of your boss, be #1 in Google in your niche, and so on.
The trick is to look at your product or service or whatever it is you’re promoting and check out which of these basic needs it satisfies. Then use it as an appeal.