Nice short item from Seth Godin the other day. He says there are only six ‘buttons’ to press — or, “keys on the keyboard” — if you’re trying to spread an idea or sell something …

Anger, disgust, fear, sadness, happiness and surprise. Four negatives, one positive, and one that could go either way (probably triggering one of the other five!).

Godin says: “…all of these words are merely costumes for the six emotions built deep in our primordial soup.”

You’ve probably seen other lists like this. Here’s one I’ve kept on hand for years, from direct marketing maven Denny Hatch:

Fear (the most powerful of all, says Denny), greed, guilt, anger, exclusivity, salvation, flattery.

Obviously Godin and Hatch are swimming in the same “primordial soup”.

Speaking of which, if you really want to sip the soup, check out these marvelous 11 talks packaged together by the folks at TED — Our brains: predictably irrational.





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