When you go fishing, what do fish want?  A worm right? 

The same applies to people.  You have to figure out what people want. 

On Quizno's web site it quotes a zee saying how great the Quiznos franchise is.  One zee said, "People want success."  Doesn't everyone want success?  Advertising  uses the principles of Dale Carnegie.  Figure out what people want and focus on that. 

Harry A. Overstreet the author of Influencing Human Behavior said:  " Action springs out of what we fundamentally desire.  The best piece of advice, which can be given to would-be persuaders, in politics is:  First arouse in the other person an eager want.  He who can do this has the whole world with him.  He who cannot walks a lonely way."

Henry Ford gives the best bits of advice ever given in the art of human relationships.  "If there is any one secret of success, it lies in the ability to get the other person's point of view and see things from that person's angle as well as from your own."

Two statements that are powerful. 

Principle 3:  Arouse in the other person an eager want.