Addressing a product's flaw before the customer does to build instant trust.
Whitman’s story begins with a simple truth: humans are biologically programmed with eight primary desires. He called these the . He argued that if your advertising doesn't tap into one of these, you are fighting an uphill battle against evolution. They include: Survival and enjoyment of life. Enjoyment of food and beverages. Freedom from fear, pain, and danger. Sexual companionship. Comfortable living conditions. To be superior, winning, keeping up with the Joneses. Care and protection of loved ones. Social approval. The Story of the "Quarter-Inch Drill" CA$HVERTISING: How to Use More than 100 Secrets...
How to trigger "pre-emptive" stress that only your product can soothe. Addressing a product's flaw before the customer does