By John Foust
When you peel back the layers of advertising philosophy and technique, it all comes down to one thing: Motivation. People buy things because they are motivated. And the most effective ads are those that appeal to the right motivation.
There are two basic motivators: (1) desire for gain and (2) fear of loss. Think about your own experience and it’s easy to see that your purchases can be traced to a desire to get (or maintain) something you want or to prevent the loss of something you don’t want to lose.
This goes for big and small buying decisions. Why do you move to a new house? (Real estate experts say the three biggest reasons are location, location and location.) Why do you buy new tires when your old ones wear out? (Fear of an accident.) Why do you go to the movies? (Desire for entertainment.) Why do you wait for something to go on sale before buying? (Desire to save money.) Why do you buy a convertible? Why do you join a gym? Why do you buy an insurance policy?
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