[DD] The importance of digging deeper

We all want some kind of transformation but what is the real transformation we seek? The next motives model I want to share was created by Ernest Dichter, known as “the father of motivational research”. He mapped out 12 motives that drive our desires, fears and our shopping: Power/Masculinity/Virility Strength and dominance! Security Safety as well as home comfort Eroticism Sexuality and desire. Sex sells! Cleanliness/Moral Purity Cleanliness isn’t just functional, moral purity is often implied in the colours and imagery used Social Acceptance Companionship, approval and love Individuality The desire to be unique Status Feeling important, respected and successful Femininity All things associated with being feminine Reward Maximising our payoff Mastery over environment Competence and mastery. Can be closely related to reward and power Magic and mystery Powers unseen, surprises and moods Disalienation The desire to feel connectedness to things. This is often seen in fast food outlets. The food can be a little different around the world but there is a sameness that we crave You can see the parallels with Bob Bly's list. Esteem... acceptance... security... mastery... Why do you need to use another model? When you look at your target reader through multiple lenses, their motives develop subtleties that give them depth. That makes them a little easier to 'hear' when we get to trying to capture the right tone of voice. Take some time with this. Dig deep into the why. Your life experience counts for a lot here. [Read about the motives together (plus an extra one), here.](=) Belinda Improve your copy skills and confidence with training and support (and have a giggle with other word nerds) in my free Facebook group: For The Love Of Copy. [Request to join here](=).=== Hey, if you want to tap out of the Daily Draft emails (but nothing else), [hit this link](. No hard feelings. If you want out of everything >> [Unsubscribe]( Where am I? A suburban street , Outside of San Francisco, California 95050