As human beings, we have powerful desires that are biologically programmed within us from the moment we are born. Meaning that if we come across an ad that triggers one of these forces, we will be instinctively motivated to take action.
The Life-Force 8 were introduced to me by Drew Eric Whitman when he revealed the best kept secrets of Ad-Agency Psychology.
1- Survival, enjoyment of life, life extension.
2- Enjoyment of food and beverages.
3- Freedom from fear, pain and danger.
4- Sexual companionship.
5- Comfortable living conditions.
6- To be superior, winning, keeping up with the Joneses.
7- Care and protection of loved ones.
8- Social approval
In other words, these are the eight things that people really want…more than anything else.
For instance, a competitive employee who wants to be the best in his team might want to hire a performance coach. He is motivated by success and wants to be a winner.
Whereas another person can be willing to work very hard because she really wants to provide for her family and give them protection.
Life-Force 8 are very powerful and are behind the overwhelming desire the coaching client has to solve a particular problem or go after a particular transformation.
Top coaches and therapists are well aware of these desires and understand which one is more likely to be behind the specific situation of the client they are supporting.
They also know which life force is generally more present in their practice depending on the segment of the population they specialize in and serve more often.