Copywriting Tips – D Is For Desire

In this third installment of our series on AIDA, we’re going to cover the letter D, for desire. If you can’t work up somebody’s desire to have a product or service, they’re not going to buy. That’s all there is too it. Every copywriter has their own way to build this desire. I’m going to go over the things that I use and what work for me. Hopefully, you’ll get something out of this that you can use as well for YOUR sales letters.
Okay, so how do you build desire? One way I do it is to try to have the prospect picture himself using the product and experiencing the benefits of the product. For example, let’s say that I am writing a sales letter for a make money online product. What is it that people want who are looking to make money online? Well, they’re looking for quite a few things, such as freedom from having to work for a boss, financial security, the ability to be able to buy the things that they want to give themselves the life that they want. So how do I convey that in the copy?
Well, I could say something like, “Imagine not having to take that two hour drive to work each day and having to listen to your boss chew you out for every little thing. Imagine being able to afford that cruise that you’ve always wanted to take or that new car. Imagine knowing that the only thing you’ll have to worry about in your golden years is deciding what country to visit next.” You want to make the prospect visualize what they’re life is going to be like IF they use your product or service. This is one method that works.
Another is keeping up with the Jones family. Let’s face it, we all want to be better than our neighbors and our contemporaries. Ever go to a class reunion? What do people do at these things? They brag about how great their lives are. Those who don’t go, usually they’re the ones who haven’t been as successful as they would have liked and don’t want to have to face their classmates. By tapping into this desire, you can also build desire within the prospect.
The key is to paint pictures for the prospect, showing him with the product, using the product and then telling him how great his life is going to be once he has the product. And yes, you need to point out every little thing. You do this and you’re well on your way to writing a sales letter that will close the deal in spades.