At the heart of copywriting is desire.
Without a desire, copywriting is like playing darts without a target:
No matter how often you throw the pin, how good your technique is or how strong you imagine the target to be - every throw misses.
And with it every attempt to sell your product.
You cannot create this desire or force it into your customer, as FORD tried to do and made the biggest mistake in marketing:
They tried to create a desire.
"The biggest mistake marketers make is trying to create demand."
–Eugene Schwartz in Breakthrough Advertising
If you want to make money as a copywriter , you have to find an existing desire and transfer it to your product.
Say:
You cannot create desire – only channel it.
Lesson 2: How to discover your customer's greatest desire
You can divide desires denmark phone number list into 2 categories:
The permanent desire (hunger, love, security) and the changing desire (the desire for the latest iPhone, the desire to follow a trend).
Each product can address multiple needs of your customer.
But your most important decision is to determine the strongest desire that your product can fulfill.
How you do that?
You will find the strongest desire with these 3 factors:
1
urgency
How urgent is your customer's desire? The more urgent, the better. A desire that will only be satisfied in 15 years ("What am I going to do when I retire?") is significantly weaker than a desire that will be satisfied in 15 minutes ("I have to pee!").
2
Repetition
How often does your customer feel this craving? Does he feel this craving all the time or does it come in bursts?