This show as inspired by a marketing great Eugene M. Shwartz author of the book Breakthrough Advertising. Here we go, strap in. (Also I have to apologize, my P’s in this audio popped a little, will fix that going forward).
Desire: You Can’t Create It… But You Can Channel It
The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, & not the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist… and focus these already existing desires on to a particular product.
It’s there, you just need to tap into it.
By simply directing this gigantic, already existing mass desire –rather than being required to create it – advertising thus commands an economic force hundreds of times more powerful than the mere number of dollars the advertiser can spend on it. This is the amplification effect.
3 Stages of Desire
- Choose the most powerful desire that can possibly be applied to your product. Every product appeals to 2,3 or 4 of these mass desires. But only one can predominate
- Acknowledge the desire – reinforce it – and/or offer the means to satisfy it – in a single statement in the headline of your ad
- Take the series of performances built into your product – what your product does – and you show your prospect how these product performances inevitably satisfy that desire
3 Vital Dimensions of Mass Desire
- Degree of Demand