The Most Powerful Desires You Can Use To Promote Your Business (Biz Ser., Ep.4)
Today I begin with ‘selecting the most powerful desire that can possibly be applied to your product’.
Advertisers can not create mass desire for a product. We can only focus on the human desires, dreams, fears and hopes that already exist, and focus those already existing desires onto a particular product or service that you offer. Our job is to channel and direct the desires.
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The best method to channel and direct desire is to first choose the most powerful desire that can possibly be applied to your product. There are three key elements in every mass desire:
1. The first element is the combination of urgency, intensity, and demand.
2. The second element is the combination of endurance, renewal, and gratification.
3. The third element is scope—the number of people who share this mass desire.
Every product appeals to more than one of these elements. But only one can dominate, communicate your headline and influence your customer. There is only one key that unlocks the maximum economic power of your advertisement. Your choice from the catalog of elements is the most important step you take in writing your Ad copy.
To sum up the first stage of choosing the most powerful desire that can possibly be applied to your product:
• Select a mass desire that grants you the most power in all three elements.
• Tap into the single most overwhelming element in the hearts and minds of millions of people.
The second stage of choosing the most powerful desire that can possibly be applied to your product for writing Ad copy is to acknowledge that desire, reinforce it, and/or oﬀer a way to satisfy it with a single statement in the headline of your Advertisement or Business Announcement.
The headline is the connector between your prospect and your product. It reaches your prospect in the point of awareness that s/he has arrived at present.
• If s/he is aware of your product, your headline may start with your product because you can immediately satisfy his/her desire.
• If s/he is not aware of your product, but is aware of the desire itself; your headline should start with the prospect’s desire.
• If s/he is not yet aware of what s/he really seeks, but is only concerned with a general problem; your headline starts with that problem and crystallizes it into a specific need.
In any case, your headline—though it may never mention your product—is the first key step in revealing this mass desire, intensifying it, and directing your product as its solution.
Share the knowledge…
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Next week, I explore the third stage of choosing the most powerful desire that can possibly be applied to your product for writing Ad copy and Business Announcements!
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