“The model of ownership, in a society organized round mass consumption, is addiction.” – Christopher Lasch, Born Jun. 1, 1932.
Our culture is pre-conditioned to pursue addictive consumption.
If you don't have young ones, watch some kids programming sometime and pay attention to the commercials.
I'm not saying that's bad. Consumerism is fine if you like making a lot of money. I do.
The advice here then is about how you can make your own offers appeal to the addictive drives we all have in us, waiting coiled like a spring by the constant barrage of commercial messages messing with our emotions.
I know a good shortcut for finding those.
One of the handy things to come out of Catholicism is the concept of the seven deadly sins: Greed, sloth, gluttony, vanity, wrath, pride, and lust.
Now I don't aim to preach here – but what I've come to realize is that the reason these sins are deadly is because A. they are all bottomless desires for indulgence that can never be satisfied, and B. we are biologically predisposed to be weak to their appeals.
So no matter what it is you sell, how can you connect it to these “sins” in such a way that it taps into these deep, irresistible, and insatiable cravings?
Greed is about material gain.
Sloth is about laziness and comfort.
Gluttony is about indulging without consequence.
Vanity is about obsession with how others perceive you.
Wrath is about vengeance and power.
Pride is about arrogance and status.
Lust is about fucking.
Maybe you can't hit them all, but literally every possible idea or thing that a human being can desire for any purpose can be connected to at least one of these addicting drives.
And this is important because when you make the promise that a given purchase will feed one of your prospect's addictions in this way, it helps them take OWNERSHIP of your offer.
It “belongs” to them, internally.
It fits with their whole identity.
Which makes them want to “own” it externally – at least for the brief moment it takes for the purchase to release that little chemical blast of dopamine and endorphins just like all good drugs should.
But buying your shit WILL NOT create that sensation – a sensation buyers CRAVE – unless you harness it to an addiction your buyers have.
And again, thank Catholicism for popularizing a handy list of addictive human drives that are nigh universal.
Use at your own risk and discretion.
You evil cultist, you.
<!—- lagniappe Now, one last thing before I leave you - maybe you're not big on tickling and tempting people's tendency toward "sinful" behavior. That's okay. If you consider the reverse of the seven deadly sins, you will find virtues that are equally addictive - or rather, people are addicted to the idea of being associated with those virtues whether they have them or not. Generosity opposes Greed, and people want to feel like they WOULD give generously if they COULD... even if it’s not true. Public recognition of generosity can trigger vanity. Sloth is opposed by hard work, and we pin people’s focus on that because it alters their perception of responsibility for results. “Anyone who works hard can find success,” the story goes - and the prospect wants to be that success. Gluttony is replaced with moderation, because no one likes to think of themselves as a regular over-indulger or potentially showing addictive behavior. Everyone wants to have willpower to say no. Pride is restrained through modesty, so you want to allow people to believe that they don’t see themselves as better than anyone else, even while allowing them to indulge in this half-truth. Many people are proud about how humble they are. Wrath is curtailed through restraint, but you can still let your prospect experience the desired vengeance through “better living” as they say. Show mercy and be the bigger person (because it would humiliate your defeated enemy further). Vanity’s opposite is humility, and ironically, you let your audience show this humble side to their onlookers through letting them humblebrag. Teach them how to brag about their blessings and be grateful for their bounty (while still showing off the bounty.) Lust is superseded by chastity. People want to be in control of themselves, but at the same time, able to pursue their true desires through acceptable means. Show them that they can keep their pristine reputations and STILL get the thing they really want, naysayers be damned. Think of these virtuous attributes. Most people like to think they embody these, at least in some small way. And they want others to know. How can we make that happen for them? We can use those desires for recognition to make them do what you want them to, just as directly as you can with the sins. Though, to be fair, it's less effective. Combine sin with virtue for strongest mojo. —->