Copywriting isn't about forming little pretty words with a bow on top. It's about selling, convincing, and compelling storytelling. You need to make people FEEL something when they read whatever it is you wrote. If you want to move them to action, you have to tap into their deepest emotions.

People don't buy Ferraris because they need a car; they buy Ferraris because of how they make them feel. 

We like to think we're rational beings, but we're not... we're just good at rationalizing whatever we're feeling.

So here's how to sell anything by tapping into humans' deepest, darkest desires.

1. Sell with Greed:

This is easy to understand. You’re promising people that if they use your product or service, they’ll make more money. Even when people buy something because it’s a bargain, it’s not because it’s the most logical decision but because they feel they’re saving money they can use on something else.

You’re not selling a trading app or a book on how to become rich. You’re selling abundance, peace of mind, freedom, expensive holidays, sunbathing on yachts, or proudly declaring in a room that you’re so smart and conscientious because you saved 50 cents on those carrots.

Examples of slogans that tap into Greed:

"Own Your Tomorrow" by Charles Schwab

"Get More Than Just Free Trades" by Ameritrade

"Keep the Change" by Bank of America

2. Sell with Sloth:

We're all lazy. Why work hard when you can work smart? Why sweat, suffer, and struggle when you could relax and chill? Deep down, we want things to be easy, effortless, and instant. That's why everyone gets food delivered and why we get bothered when loading times are longer than two seconds.

You're not selling a dishwasher or an automation service. You're selling more time to binge-watch Netflix, guilt-free lounging under the sun, and the joy of doing absolutely nothing. Tap into this by showing how your product or service makes life easier, saves time, or reduces effort. Promise convenience, simplicity, and the luxury of leisure.

Examples of slogans that tap into Sloth:

"There's an App for That" by Apple

"Let Your Fingers Do the Walking" by Yellow Pages

"Easy as Dell" by Dell Computers

3. Sell with Gluttony:

We all need to eat to survive, but we don't need candy bars or expensive wine. However, gluttony isn't merely about eating or drinking too much; it's about excess, indulgence, and the pleasure of letting go. Who doesn't want to run wild every once in a while? We even have a whole holiday dedicated to gluttony. Everyone likes to be extra at Christmas: with the presents, the decorations, the food… Consumerism is a type of gluttony.

You're not selling a collection of luxury handbags or an unlimited data plan. You're selling the thrill of abundance, the joy of never having to stop, and the comfort of always having more than you need. Emphasize limitless options, endless variety, and the freedom to indulge without restraint.

Examples of slogans that tap into Gluttony:

"Once You Pop, You Can't Stop" by Pringles

"Collect them all!" by Pokémon

"Why Have One When You Can Have Two?" by Doublemint

4. Sell with Lust:

"Sex sells" is nothing new. But when we talk about lust, we aren't just talking about sticking a hot guy in your ad. Lust is an overwhelming desire that clouds judgment. It's craving and passion. People can lust after power, status, material possessions—anything. Tension and urgency are also closely related to lust because when we lust for something, we feel the impulse to quench that thirst as soon as possible.

You’re not selling tickets to a party or scented bath bombs. You’re selling hedonism, immediate satisfaction, and endless pleasure. You’re selling a fantasy—the thrill of the chase and the gratification of obtaining what you want. Create a sense of urgency and make people yearn for what you're offering. Let them obsess over it.

Examples of slogans that tap into Lust:

"Between Love and Madness Lies Obsession" by Calvin Klein
"I'm Lovin' It" by McDonald's
"Forbidden Fruit Tastes the Sweetest" by Magnum Ice Cream

5. Sell with Pride:

In the same way you want to be proud of your children, your house, and your wife, you want to be proud of the watch you wear, the program you enrolled in, or the car you drive. And why is that? Ultimately, they're all a reflection of you. You want to be proud of yourself. You want to be esteemed, loved, and admired. You want to belong and be appreciated. And well, yes, who hasn’t fantasized about being the chosen one every now and then?

You're not selling a pair of shoes or a new cologne. You’re selling a sense of superiority, self-reliance, and excellence. You’re giving people a taste of the recognition they believe they deserve, a sense of their own self-worth. Appeal to people's egos. Show how your product or service will make them look good, feel good about themselves, or stand out from the crowd.

Examples of slogans that tap into Pride:

"Because You're Worth It" by L'Oréal
"The Best a Man Can Get" by Gillette
“Just Do It” by Nike

6. Sell with Envy:

You don't like to feel envious, but you like to be envied. Envy can be tricky, as you might trigger negative feelings of self-deprecation and a sense of inferiority. But if used correctly, it can be extremely powerful. When you envy someone, you not only think they don't deserve what they have—more often than not, you think YOU are the one who truly deserves it. You picture yourself in their shoes. Envy is about wanting what others have, but it's also about becoming the belle of the ball.

You're not selling a condo or a sports car; you're selling the chance to be part of an exclusive club, to have what everyone else wants but can't have. You want your customers to think of themselves as the person others wish they could be. You want to use their envy towards others to push them to action. Use social proof, showcase how others are benefiting, and create a fear of missing out (FOMO).

Examples of slogans that tap on Envy:

"If You Don't Have It, You Don't Get It" - The Economist

"The Man Your Man Could Smell Like" by Old Spice

"The Best or Nothing" by Mercedes-Benz

7. Sell with Wrath:

Wrath isn't just anger; it's about justice, revenge, and overcoming obstacles. It's being a warrior, standing up for the little guy, and fighting for what's right when things get tough. Everyone wants to feel like a hero sometimes. But let's be real - if people didn't like feeling a bit angry, who'd watch the news? And why do we get into those heated arguments with strangers online? Admit it, it can be fun. Sometimes wrecking a sandcastle is more satisfying than building it. Even if you're not into anger and destruction, you still get mad - we all do. And eventually, you might want to break free from that all-consuming anger.

You're not selling a customer service platform or a Greenpeace T-shirt; you're selling a solution to frustrations, a way to fight back against life's annoyances. Position your product or service as the answer to their complaints, the weapon against their 'enemies' (be it competition, inefficiency, or societal issues). Your product is a way for them to regain control, take revenge, or feel empowered.

Examples of slogans that tap on Wrath:

"Challenge Everything" by EA Games

"Break the Rules" by Harley Davidson

"When it Absolutely, Positively Has to Be There Overnight" by FedEx

Conclusion

Remember, it's not about explicitly telling people they're greedy, lazy, or angry. It's about subtly tapping into these emotions and desires through your messaging. The key is to understand your audience's deepest motivations and align your product or service as the perfect solution.

Need help putting words to your products or services that tap into these primal motivations? I'm here to help. Whether it's short posts, in-depth articles, or engaging newsletters, I can craft copy that speaks directly to your audience's desires. 

Drop me a line at desiree@deeplevel.biz. Let's turn your offering into an irresistible proposition that your audience can't ignore.

✉️ desiree@deeplevel.biz