John D. Schulte
Direct Mail Marketing Consultant and Mail Order Expert
International in Scope | Over 30 years experience
Certified by a United States Federal Court as a Direct Marketing and Catalog Expert
Read John's Business Start-up Book!

Write Your Copy to These Human Emotions That Never Change

You can develop better advertising, promotions and craft better offers by appealing to these never changing human traits.

Remember, all purchases revolve around at least one of these basic human wants; and these fall into two categories: the desire to gain, and the desire to avoid loss.

The Desire to Gain
To make money
To be praised
To save time
To be clean
To be in style
To gratify curiosity
To have beautiful possessions
To achieve comfort
To gain knowledge
To have health
To be popular
To enjoy pleasure
To attract the opposite sex
To be an individual
To take advantage of opportunities

The Desire to Avoid Loss
To avoid criticism
To avoid loss of possessions
To avoid sickness
To avoid effort
To avoid physical pain
To avoid loss of money
To avoid loss of reputation
To avoid trouble

Always keep these basic human traits in mind when creating advertisements, writing copy or creating any sales offer.

John Schulte is a Small Business Consultant and Direct Marketing Strategist. He is a 30-year veteran of advertising, marketing, publicity, promotions and sales. He is an internationally recognized expert in the areas of mail order, direct mail, cataloging and overall direct marketing. He is one of the few people in the United States that has been certified by a United States Federal Court as a Direct Marketing and Catalog expert, able to act as an expert witness in federally related corporate disputes. John is also president of the National Mail Order Association and author of Direct Marketing Toolkit for Small and Home based Business. These tips have been excerpted from this book.

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National Mail Order Association