If we desire to end money worries and become financially secure, we find ourselves listening to insurance men, bankers, or gold-brick sellers, provided they play upon our desire for money (Z).
If we bought from the logical front part of our minds, we would quickly out-reason the gold-brick seller, or the man with Brooklyn Bridge to turn over to us, or the old medicine man, or the circus barker.
Since we buy not from cold logic but from emotional urges, we respond to all forms of statements designed to motivate our three basic buying motives, and we are quick to reach for our cash when we read or hear:
“Corn gone in five days or your money back.” (X) “How to be the life of the party.” (Y) “End money worries quickly.” (Z) “Free roller skates.” (Y) “No down payment necessary.” (Z) “Be an executive while still young.” (X, Y, Z) “Removes every trace of dandruff.” (X, Y)
We won’t admit that we buy emotionally – but we do! That fact must never be lost sight of, nor the fact that the same emotional urges that made Caesar buy, if sufficiently basic, will make your next customer buy! Selling Buttonless Union Suits The greatest desire of every mother is to be relieved from some of her daily tasks, such as dressing and undressing little Willy five times a day (X). Realizing this, I had a young lady in Saks 34 th Street one day, at the suggestion of H. L. Redman, president, experiment with selling sentences to promote the sale of a new buttonless union suit. Of over thirty different selling “sizzles” in the garment, the one that sold the garments, which incidentally cost 25 c more than those with buttons, was:
“The little boy can put it on ALL BY HIMSELF!”
That single sentence gave the mother a desire she had always dreamed about, and it is basic enough to sell the suits to any mother with the 25 c extra to spend.
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