Using "Hard-Wired" Hot Buttons to Create Products Customers Love

In Drew Eric Whitman's book Cashvertising, one of the best advertising books, he delves into the concept of 17 "Hard-Wired" Hot-Buttons, which can be divided into two groups: LifeForce-8 and 9 Secondary Wants. 

The LifeForce-8 includes eight desires that are biologically programmed in humans:

• Survival and enjoyment of life

• Enjoyment of food and beverages

• Freedom from fear, pain, and danger

• Sexual companionship

• Comfortable living conditions

• The desire to be superior

• The desire to care for and protect loved ones

• Social approval

The 9 Secondary Wants, on the other hand, are learned desires that include:

• The desire to be informed

• Curiosity

• Cleanliness of body and surroundings

• Efficiency

• Convenience

• Dependability and quality

• Expression of beauty and style

• Economy and profit

• Bargains

The book serves as a valuable resource for not only copywriting but also for product development.

As an engineer, I only considered the logical side of human desires when developing products. But after reading Cashvertising and learning about LifeForce-8, I realized the importance of tapping into the emotional side of consumer desires to solve hidden wants and needs.