I used to think features were the root of my product.
But after posting 800 tweets, I realized how wrong I was.
Now I use 6 prime motives: Love, Gain, Duty, Pride, Self-Indulgence, and Self-Preservation.
Here’s the principle:
It’s what a product will do for the buyer that counts.
Not what it is what it does for them.
People buy outcomes, not features.
A copywriter’s job isn’t to describe…
It’s to arouse desire by tapping into what makes people take action.
The 6 Prime Motives
Love
Strongest motive of all.
Family, children, romantic partners.
Example: Your partner will remember the first gift, make sure you give the right one.
Gain
Saving or making money.
Example: Save $500 before prices increase next month.
Duty
Responsibility, obligation, doing the right thing.
Example: Pay this bill to protect your integrity.
Pride
Status, reputation, how others see you.
Example: Drive a car your neighbors will envy.
Self-Indulgence
Pleasure, comfort, treating yourself.
Example: Sink into leather so soft it feels like butter.
Self-Preservation
Safety, security, avoiding loss.
Example: Don’t risk losing your credit score.
Before vs After Copy
Weak:
This car has a V8 engine and leather seats.
Zero motivation. Zero desire.
Strong:
Your neighbors will stare (Pride).
Your wife will love the smooth ride (Love).
And you’ll save $50/month on gas (Gain).
Same product 3 motives stacked. Boom.
How to use this:
Step 1: Ask these questions:
Will they be richer, healthier, happier?
Will it improve their status? (Pride)
Will it help them perform better? (Gain)
Will it give pleasure? (Self-Indulgence)
Will it help someone they love? (Love)
Will it prevent loss? (Self-Preservation)
Step 2: Pick the strongest motive
Entrepreneurs → Gain + Pride
Parents → Love + Self-Preservation
Retirees → Self-Preservation + Self-Indulgence
Step 3: What will this DO for them?
Step 4: Can you stack multiple motives?
Step 5: What makes them act NOW?
Don’t just list features.
Find what they REALLY want.
Real world examples:
Nike doesn’t say “our shoes have responsive cushioning.”
They say Just Do It → Pride + Self-Indulgence.
They sell the feeling, not the shoe.
Your Turn
Pick ONE product you use daily.
Write 2 versions:
• Version 1: Features only
• Version 2: Using 2 motives
Post both and tag me. I’ll tell you which motive hits hardest.
Keep writing.
See you soon.
— Parth