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 kazakhstan telegram screening 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 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?