I’ve shared previously that a benefit is something that satisfies a desire. So the easiest and most straightforward way to arouse desires is to communicate the benefits.
For example…
“These copywriting principles and techniques I’m sharing with you will skyrocket your conversion rate and add dollars straight to your bank account.”
The benefit is initially “skyrocket your conversion rate.” And to connect that with the deeper benefit, I’ve included the “benefit of the benefit”, which is “add dollars straight to your bank account.”
Both of these benefits satisfy the desire to make more money. I could go even deeper because “make more money” is not a core desire. It’s a secondary desire. There is something even deeper that drives the desire to make more money.
Perhaps it is the desire to protect loved ones… or to live a comfortable life… or even to be better than others. Any of the core desires can fuel the desire for money. And you don’t really know which one is the driving factor. For that reason it is usually more tactful to arouse core desires indirectly.
For example, most people would be seriously turned off if you wrote something along the lines of this: “Buy from me, and you’ll be better than everyone you know—and they’ll know it. You’ll finally be able to rub it in their faces how dumb they really are and how smart you are. After all, you’re the one dripping with cash!”
Notice how ridiculous and childish this sounds, even though at some level, we all have a desire to be better than others. (It’s no use denying it. It’s a core desire common to every human on the planet.)
This kind of overt appeal to a core desire can come across as manipulative rather than persuasive. (There’s a fine line between the two.)
Instead, arouse core desires indirectly by evoking the imagination. Here are three ways to bypass the conscious mind and allow the subconscious to make the connection for you:
- Tell a Story
- Paint A Picture
- Future Pace
I’ll cover each of these, including examples, on Monday.
Have a great weekend!
