1. Basic buying motive of self-preservation. First we must have food, clothing and shelter for OURSELVES before we can think of others, even our mates. It is our oldest INSTINCT to look out for ourselves first, and so it is our oldest buy ing urge. “X” symbolizes the basic buying motive of self-preservation. 2. Basic buying motive of romance. Once we have food, clothing, and shelter, our thoughts turn to leisure, and so comes romance, another natural force in us. Desire for romance is not only for sex, but also for adventure, travel, and so on. It is our second strong instinct and our second basic buying motive. “Y” symbolizes the basic buying urge of romance. 3. Basic buying motive of money. With money we know we can purchase security; it gives us the knowledge that we can have food, clothing, shelter, and romance at will, whenever we so desire. Money being our third strongest instinct, it is our third biggest buying motive. “Z” is the symbol of the money buying motive. There are, of course, many other buying motives, as any copywriter or sales manager will tell you quickly – but the 105,000 selling statements in our library indicate that you can sell 85 per cent of your prospects with just these three simple buying motives – because they are so basic! Memorize this X, Y, Z Formula. You will find its simplicity an important part of its effectiveness. Don’t complicate selling too much with too many rules or principles. The Prospect’s “Mental Pocketbooks” Inside the prospect’ s brain are these three basic buying motives – three “mental pocketbooks.” You must unlock them first before the brain will tell the prospect’s hand to reach down into his pants pocket and get the physical purse. What is most important to remember is tha t these three “mental pocketbooks” are not in the logical front part of the prospect’s mind but are buried deep in the emotional back part of the brain. You must fashion your words so that they will fly past the prospect’s cold reasoning, his logical front mind, and move, emotionally, his real basic buying urges in the “depth” of his brain. The “Desire” and “Fear” Selling “Sizzles” Two strong forces that motivate the three “mental pocketbooks” in the prospect’s mind are (1) fear and (2) desire. If we fear for our health, we are prompted to respond to medical advertisements addressed to our pet worry; and we respond to statements in advertisements about Florida or California, where health is supposed to be available under every palm tree (X).
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