How can you use desires to create a connection with your audience?

1 What are desires?

Desires are the emotional drivers that influence your audience's decisions, actions, and goals. They are not the same as needs, which are the basic requirements for survival and well-being. Desires are more subjective, personal, and aspirational. They reflect your audience's values, beliefs, and identity.

2 Why are desires important?

Desires are important because they tap into your audience's core motivations and emotions. They reveal what your audience really wants, not just what they need or think they should have. By understanding and addressing your audience's desires, you can create a connection that goes beyond logic and reason. You can appeal to their feelings, hopes, and dreams.

3 How to identify desires?

To identify your audience's desires, you need to do some research and analysis. You can use various methods, such as surveys, interviews, reviews, testimonials, social media, forums, or blogs, to gather insights into your audience's problems, challenges, frustrations, fears, and wishes. Then, you can use tools like the PAS (Problem-Agitate-Solve) formula, the AIDA (Attention-Interest-Desire-Action) model, or the 4 Ps (Promise-Picture-Proof-Push) framework to structure your message around their desires.

5 How to test for desires?

To test for desires, you need to measure the response and feedback from your audience. You can use metrics such as click-through rates, conversions, sales, retention, referrals, or reviews to evaluate the effectiveness of your copy. You can also use tools like heat maps, eye tracking, or split testing to optimize your copy for different segments, platforms, or formats. You can also ask your audience for their opinions, suggestions, or questions to improve your copy and build trust and rapport.

6 How to improve your skills?

To improve your skills in writing for desires, you need to practice and learn from others. You can read books, blogs, or courses on copywriting, psychology, or persuasion. You can study successful examples of copy that appeal to desires, such as headlines, slogans, landing pages, or sales letters. You can also join communities, forums, or groups of copywriters and marketers to share ideas, tips, or feedback. You can also experiment with different styles, tones, or techniques to find your own voice and style.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?