While discussing Maslow’s Hierarchy of needs at a web writing workshop, a student asked what the most powerful consumer appeals are. Great question.

I suggested sex, greed and fear top the list.

Sex Sells

First of all, does sex sell? Just ask Calvin Klien. The concept has been around as long as advertising.

However, during the past decade, it seems consumers are more sophisticated and have greater expectations of companies and their marketing ploys. Hence, to achieve the fully desired effect, flesh-induced images and suggestive word plays might require increasingly developed strategies.

Greed and Fear

As for greed and fear, they are timeless motivators.  That’s because humans naturally: (a) have a desire to improve the status quo; (b) or fear losing the status quo.

Mix a person’s wallet into the equation, and you have a powerful formula to get people to act.

Not sure? Take this short quiz.

1) A client shows his expertise in web design by:

A) Providing useless second-guessing.
B) Making references to what his spouse might think.
C) Being able to create your likeness on a spreadsheet using a Sharpie and some old pipe cleaners.
D) Listening to your ideas because that’s why he hired you in the first place.

ANSWER: D of course, but that usually only happens in an ideal world where dogs and cats walk hand-in-hand sharing ice cream.

2) How do you reply if your client looks over your shoulder and says, “I use to dabble a bit in art!”?

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I got to participate in a debate last week about the future of newspapers. Some say they’re dying; others insist they’re here to stay.

It seems most newspapers won’t be able to replace their traditional business with an online alternative. With each day, they become less relevant. In Vancouver, there’s a classified ad publication that used to be a leader in its field. Today, trying to compete with the likes of Craig’s List, it’s clinging on to a mere few pages.

Consumers are spending more time online, and that’s where the advertising dollars are going.

Hence, one can claim it’s ultimately consumers – not technology – that are burying the once-loved pulp chronicles.

If you’re planning to buy .pro domains for marketing, sales or SEO, it appears 2009’s the year to cash in on great deals.

The fact is all the valuable .pro domains have not yet been snapped up. And it’s not because the general public doesn’t recognize the value in the .pro domain extension. People just don’t know it exists.

As noted in recent .pro-related comments (thanks Alex), RegistryPro and Hostway could better serve the domain extension and Web world at large by marketing .pro domains or delegating the duty to other organizations. A few press releases and updates would get the ball rolling.

There was increased interest in the .pro domains in 2005 when their prices dropped to $99. Registrations reportedly reached almost 7,000 by January 2008.

Now the .pro domains are selling for less than $30. For instance, Network Solutions offers the domains for $29. If you’re looking for after market treasures (which can cost you upwards of $10,000), you can also look for investments and opportunities at reputable domain resellers, such as sedo and afternic.

The Internet provides a lot of web content. It’s unlimited. And that’s a problem.

Sure, as a business, the Web extends your reach to millions of prospects around the globe. But it’s also the case with your competition. They’re always just a click or two away. It’s true in almost every market.

Faced with infinite choices, consumers are often inclined to jump on the cheapest or the biggest.

Still, your business can get a share of the action. But you need to clearly define your unique selling proposition (USP) — the distinct advantage or benefit that sets your business apart from the competition.

Identify what your business does to provide customers superior results and value. Talk about your quality, service, speed, experience, prices, customer service or selection — and convey what it means to your online visitors.

Unique business offerings drive customer demand — even on the information-inundated Web.

To clients and students alike, I always preach “less is more” on the Web. It applies to web design, web copywriting and even programming.

So I was fascinated to find an applicable quote from French aviator and writer Antoine de Saint Exupery. While reflecting on the development of airplanes some decades ago, he wrote:

“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

So true. It reminds me of another relevant quote from Thomas Jefferson: “Had I but more time, I would have written less.” Actually, Mark Twain wrote something similar: “If I had more time I would have written less.”

The common premise is web designers and web copywriters must take extra time and effort to scrap any useless elements, from extra colours to extra syllables.

Good web content isn’t about flashy graphics and fancy words. It’s about communicating key messages and getting tasks completed.

When it comes to web content, some web copywriters still clash on the classic “features versus benefits” debate.

A web copywriter might choose to stack web content exclusively with features. For instance, web content promoting binoculars might focus on certain features, such as oversized lenses, rubber coating and ergonomic design.

That can score points with consumers in terms of credibility, but the web content should not omit the benefits: low-light performance; bright, crisp and clear images from dusk until dawn; and toughness and easy handling.

For consumers to take action, they need to care. Benefits tell readers why they should care.

Benefits engage. Benefits inspire. Benefits get people to act.

After getting grief from a couple of designers, I agreed to post an iPhone version of a recent ‘Top 5 addiction signs’ post. Here we go…

The Top 5 Signs You’re Addicted to Your iPhone

5. The magazine rack in the bathroom has become obsolete.

4. You’ve developed the ability to read e-mails unbeknownst to the person talking to you.

3. Your friends get concerned if they don’t get an e-mail response from you within the minute.

2. You’ve experienced deeply religious “Thank God” moments after finding your iPhone in your other pocket.

1. Humans have become annoying things that disrupt quality time with your iPhone.

.Pro domains are still relatively unknown to the general public, and there’s debate as to when the domains will hit the mainstream.

Whether the buzz starts in two months or two years, there are still some top .pro domain names for sale across a host of industries.

RegistryPro operates the .pro domain name extension for professionals, and is the first company to require enhanced security through digital certificates. .Pro registrants are also required to self-certify their professional status in order to obtain the .pro domain and digital certificate.

The RegistryPro organization, owned by Hostway Corporation, received approval to launch the .pro domain in 2002 from the Internet Corporation for Assigned Names and Numbers (ICANN).

The registration requirements provide the .pro domains heightened credibility, which could see the .pro domains potentially take a share of the market from current domain leaders, such as .com and .org.

Meanwhile, domainers are investing heavily in the .pro market in anticipation of major returns on investments. The great news is a few hosting companies like Network Solutions have started offering .pro domains at exceptionally low prices, i.e. $29.99.

Psychologist Abraham Maslow conducted lifelong research about mental health and human potential. Seeing human beings’ needs arranged like a ladder, he devised his renowned hierarchy of needs.

Here’s a breakdown of the needs and desires people try to fulfill, as compiled neatly in Chip and Dan Heath’s New York Times bestseller Made to Stick:

• Transcendence: help others realize their potential
• Self-actualization: realize your own potential, self-fulfillment, peak experiences
• Aesthetic: symmetry, order, beauty, balance
• Learning: know, understand, mentally connect
• Esteem: achieve, be competent, gain approval, independence, status
• Belonging: love, family, friends, affection
• Security: protection, safety, stability
• Physical: hunger, thirst, bodily comfort

Ensure your web content taps into these basic human needs to appeal to your visitors’ emotions. You’ll engage and convert.