How to Maximize Desire in Your Prospects For What You’re Selling
How to Maximize Desire in Your Prospects For What You’re Selling
One of the best books you’ll ever read on copywriting is Breakthrough Advertising by Eugene Schwarz. Apart from being a brilliant marketing book this book has several unusual claims:
It was the most stolen book from US libraries. And, used copies used to sell for as much as $900 on eBay. That is until a few years ago before Boardroom re-published it. I think I paid $99 for my new copy.
This book is definitely not a beginner’s book. It can be quite a heavy read. And you’ll probably need to read it several times to absorb all the gems it contains.
However I’m going to bring you some of Schwarz’s marketing gems to you.
So without anymore ado let’s take a look at my favourite chapter of Breakthrough Advertising – chapter 7 which is on Intensification. In other words, how to intensify desire in your prospect for what you’re selling.
You’ve got to show your prospect all the ways their desires can be achieved by using your product. Show them in great detail what their life is going to be like once they’re using your product.
The sharper you can draw this picture… and… the more ways you can present this, the greater the number of people will demand what you’re selling. So here’s what you need to do.
Think of all the different ways using your product helps your prospect. And them simply tell them in vivid detail. Show word pictures. Full of emotion.
Of course this is limited by the space you’ve got. Especially, if you’re writing a space ad.
However here’s the thing.
Your prospect will take from your ad only one basic thing. One dominant image from your ad. But, with every additional new and different way you can present this then image becomes sharper in your prospect’s mind. And builds more emotional weight.
Bear this in mind though. You can’t keep repeating what you’re saying. Nor can you run the risk of boring your reader.
However you can reinforce what you’re saying. So you need to write around your product. Come at your reader from different angles.
Once you’ve presented your basic claims in a certain way then you must vary your viewpoint in your second description. Or risk rejection.
So here is a short list on how to intensify desire in your prospect.
1. First present the product or the satisfaction it gives with a thorough detailed description.
2. Put your claims into action.
3. Bring in your reader. Show them what will happen once they own the product with a vivid description.
4. Show them how to test your claims.
5. Stretch out how your benefits not just immediately but over the coming weeks and months.
6. Bring in an audience.
7. Show experts approving.
8. Compare, contrast show superiority.
9. Picture the black side as well. How you’re liberating your prospect from their previous life.
10. Show how easy it is to get these benefits.
11. Use metaphor, analogy, imagination
12. Summarize.
13. Dramatize your guarantee.
Next time you sit down to write an ad bear some of these pointers in mind. It’ll increase the response from your ads.
Until next time
Mark
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