Don't Try And Create Desire - You Can't, You Can Only DO This

16 replies
You don't "create" desire, you tap into it!

Agree or disagree?

I think I first heard that by listening to a Eugene Schwartz interview or something a while back.

And even though I nodded my head when I heard it, it didn't fully sink in.

Then I heard a few other folks say it one way or another in their own sort of special guru way, lol.

It still didn't fully ******* sink in.

Then there were a few instances where I was trying hard to close some deals.

DESPERATELY!

I was doing all sorts of dumb shit.

Lowering prices.

Asking for a chance to "show'em what I've got."

And so on and so forth.

Just so desperate sounding.

Then I thought about what Eugene Schwartz said and I was like "**** it's so true."

I mean, think of the last time you got "sold" some shit.

It was probably a bit of a turn off experience, right?

You know why?

When you chase, you repel.

Now, that doesn't mean you shouldn't be putting yourself "out there."

You gotta be strategic about this.

You can only tap into desire, but you can't inject it into'em.

You elicit responses.

You have to tap into pain.

Heighten awareness of problems.

Think of anything you've ever bought that didn't require you to talk to anyone or go ask your pet gold fish or anything like that.

About the only thing you had was a window of opportunity, and perhaps the idea that it would either be taken away from you, be scooped up by someone else or you'd be shut out if you didn't get in now.

That shit works, but you gotta know how to work it.

It's harder to do when you're the one approaching or initiating the sale.

You have to position yourself to be chased.

You have to learn how to reverse the qualification process.

And I think that applies for EVERY....SINGLE...SITUATION... in your life.

If you're not positioning that way then you're most likely gonna stay a chaser.

See, when you think about anything anyone ever wants:

- Food
- Entertainment
- Sex

Whatever it is, the desire is already there.

Now, the choices made available and the accessibility to them matters a great deal in this instance.

You can want something, but if you can't have it, guess what...

You want that shit SO MUCH MORE!

But the key is the innate desire has to already be there.

You can't NOT want some shit and expect to heighten any emotion with some sort of take away play.

No matter what you try and scare me with, I ain't ever gonna want your second hand "pre-worn, but in good condition" shoes that are one of a kind, and are about to go fast, no matter what the **** you say next.

**** you...I don't want it!

Get that shit out my face!

But, were I single, you a hot female interested in me, giving me the winky eye deal, but playing hard to get and I was feeling you...

Yes, you better believe I'm trying to figure out how to get "to know you better."

Why?

I don't want to miss that opportunity.

That's an innate desire.

That's already there.

You don't need to try and convince me of it.

I might just need to justify that thought with logic, but all the emotions are already there.

That's how that stuff works.

Now, yeah, there's stuff like price, value, switches and shit that are always going on and off, but that's human psychology at work.

You start with knowing what the desire is, and learn how emotions and psychology works and you'll be all the better for it.

You can give a bit, but you don't have to give the ****in' shirt off your back.

You solve a minor issue or help someone avoid some dumb ass mistake.

You give perspective to a problem.

You offer insight.

Don't build them a house, grow their food and train them to expect free shit all the time.

Get them to know, like and trust you, yes, but also ingrain a sense of authority, status and be a resource of power.

Anyways, I'm off to see Civil War.

That was my rant and I hope it has helped you in some way.

Until next time...thanks for reading and telling me what you think.

Regards,

Los
#create #desire #how to sell anything #persuasion
  • Profile picture of the author Oziboomer
    My take...

    Avoid Pain.

    Gain Pleasure

    The two things that drive all individuals.

    If your solution covers both of those then the desire part sort of hunts you out.

    best regards,

    Ozi
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  • Profile picture of the author discrat
    ...unless you created the Pet Rock
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  • Profile picture of the author art72
    I think the key is having an "avatar" of your 'exact match' buyer... I have struggled with this for some time.

    Recently, I finished an 82-page eBook as a "freebie" to start building a targeted list, and threw the link up on the 'copywriting' section for some feedback...

    Immediately, I was inundated with 2 facts:

    The look and feel of my book (the book, the cover, the layout of the website, etc.) was viewed as "hypey and internet marketing-ish" - which, I am still a bit torn as to whether to leave it "Hypey and IMish" as that seems to be what sells these days....

    But, more importantly, the way I wrote the dialog was very "impelling" as I tried to keep the focus on pain and suffering (from my own prior experiences) and attemptedto encourage, inspire, and compel readers to take action "as a means of escape or protection for themselves" and the feedback I got was... powerful.

    In fact, the second piece of advice was a bit tough to digest, which suggested...

    I should package the content "the core message" from a more authoritative and confident position, as opposed to being so "impelling" - as many will view this as a weakness.

    You mentioned desire... and used an example like 'attraction' to the opposite sex, and while I've been out of that game for awhile - I've often found that the aggressive, egotistical pricks who come off too strong often "turn women off" - yet, a more subtle, reserved approached well balanced with compliment and insult will usually trigger a better response.

    Being I am preparing to "tear apart" what took 3 weeks to build, write,design, etc... I can say this;

    Triggering human emotions with words is easy for me... but like you said about the hottie giving you the wink eye, and playing hard to get... "you want to get to know them better" as it's a human instinct, desire, or need...

    Creating this from a written and visual website geared at selling shit... is a tough balance to find, as with the hot chick... if you try to anticipate what they want or might do? -or where it may or may not lead? - you can get way too far ahead of yourself and let your expectations take advantage of the simplicity of exploring one step further...

    I think this a problem (for me) and several others who attempt to map the path too far ahead... as opposed to solving one little problem... and then evaluating the needs of your "avatar" through surveys, testing, experimenting, and laying out alternate paths "they" want to explore...

    I keep making the mistake of thinking I need to give them what they need... as opposed to delivering a small piece of what they want, and let them come back for seconds, thirds, fourths, fifths and so on...

    Another words, having an "avatar" (the perfect prospect/buyer) is only half the battle, nurturing them and making personal compromises in delivering what they want... not what you think they need... is that shining light... that beacon that guides them, but allows them the freedom to choose their desire...

    I find creating the menu (offerings) needs to allow them options...so, when I wrote that first book, it only gave one real option... and even though it had a strong call to action, I believe a bit of variety (options) goes a long way in connecting "us" (us selling the shit) - to those who are "prospective buyers" - in the sense, I will never write another book that only offers one choice... for by default, I decrease my odds of success by NOT tracking which "direction" they want to go...

    So yeah... from the perspective of "selling" I think we all need to provide options (a few choices or paths for visitors to explore) so we can gauge "what and where it is they want to go?" and build accordingly!

    As far as desire goes... I believe; a good copywriter can make anyone desire something they never considered prior... kind of like the "ugliest guys" often get the hottest chicks, because aback of every desire is the search for security, safety, and usually pampering, lol.

    The funny thing being... I honestly believe the large majority of people who are successful online, and do provide that guiding light, that beacon of safe harbor... truly desire to help others, and the ones who are just pushing for the sale... are like the egotistical pricks who "turn women off" - so, finding the ability to balance our desires (as sellers) needs to reassure "potential buyers" their desires remain our desire to help them find what they are seeking!

    Selling the shit... is just the bi-product that determines if we "did our job" as marketers?

    Still a work-in-progress... but, once I get the recipe for my writings down pat, I will be fueled by providing for "their" (prospects/buyers) desires... and in-turn be guided to my own safe harbor... like financial independence!

    Art
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    Atop a tree with Buddha ain't a bad place to take rest!
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  • Profile picture of the author Kay King
    I've often found that the aggressive, egotistical pricks who come off too strong often "turn women off" - yet, a more subtle, reserved approached well balanced with compliment and insult will usually trigger a better response.
    Egotistical doesn't have to be aggressive - it can be the ability to turn every conversation into "all about me". For women, that's not so much a turnoff as a total bore.

    You make things too difficult. IM is so much easier if you look at what others need or want in their daily lives...and find a way to provide it.

    good copywriter can make anyone desire something they never considered prior... kind of like the "ugliest guys" often get the hottest chicks,
    Copywriters and salesmen good enough to make someone buy something they didn't want....are the reason for "right of rescission" laws. It's called "buyer's remorse" - it sets in just as the excitement of the fancy sales page wears off...about 24 hrs usually.

    Sometimes ugly guys get the hottest chicks - because the 'chicks' (seriously - you use that word?) are interested in intellect and personality and humor...and not in posturing or egos. And sometimes average women get the hottest men - for the same reasons.
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    • Profile picture of the author art72
      Originally Posted by Kay King View Post

      Egotistical doesn't have to be aggressive - it can be the ability to turn every conversation into "all about me". For women, that's not so much a turnoff as a total bore.
      I believe; conceded is the word your describing... something I've personally lacked the ability to have my whole life, but knew several people who wore it proudly.

      You make things too difficult. IM is so much easier if you look at what others need or want in their daily lives...and find a way to provide it.
      You're absolutely right about that... I tend to complicate (over-think) the simplicity of just being a 'helping hand' - perhaps, it's a result of having "tire tracks" and scars having been the "Good Samaritan" who conveniently gets run over after those 'appearing' to be in need - wind up being 'great actors/actresses' ... IDK

      Copywriters and salesmen good enough to make someone buy something they didn't want....are the reason for "right of rescission" laws. It's called "buyer's remorse" - it sets in just as the excitement of the fancy sales page wears off...about 24 hrs usually.
      Yeah, I've experienced 'buyers remorse' a time or two...not exactly the tactic i was shooting for either... just implying the proper placement of words can indeed have a very moving effect on a reader... something I desire to become more 'professional' at doing...

      Sometimes ugly guys get the hottest chicks - because the 'chicks' (seriously - you use that word?) are interested in intellect and personality and humor...and not in posturing or egos. And sometimes average women get the hottest men - for the same reasons.
      My bad, no insult intended...WTH do I know, I've been tangled up with the same woman for 24 years now, lol! - I don't know what they call em these days, but it seemed more befitting than the terms used by "gansta rappers'

      I think there's a compromise (a balance) that matches the buyers desires with the sellers desires, and that is a method I find daunting online, as it often seems so impersonal... and yet, maybe it should be, and the focus placed more on the 'goods and services' - for I keep trying to 'ingrain a reason to remember me or something I wrote' - when in absolution... cold traffic doesn't care about me... they want their quick fix, tire changer, good Samaritan to run over...lol.

      You do make some valid arguments... simplicity, something I need to get right with indeed!

      Art
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      Atop a tree with Buddha ain't a bad place to take rest!
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    • Profile picture of the author gjabiz
      Originally Posted by Kay King View Post


      Copywriters and salesmen good enough to make someone buy something they didn't want....are the reason for "right of rescission" laws. It's called "buyer's remorse" - it sets in just as the excitement of the fancy sales page wears off...about 24 hrs usually.

      Sometimes ugly guys get the hottest chicks - because the 'chicks' (seriously - you use that word?) are interested in intellect and personality and humor...and not in posturing or egos. And sometimes average women get the hottest men - for the same reasons.
      And sometimes they get the 'chick', by just flashing a vial of coke. Some chicks just want to have fun. Then after the deed, the buyer's remorse sets in.

      gjabiz

      PS *As Gary wrote about in his newsletter.
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  • Profile picture of the author agmccall
    Originally Posted by focusedlife View Post

    You don't "create" desire, you tap into it!

    Agree or disagree?
    Disagree.

    Ever see a new car commercial?

    al
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    "Opportunity is missed by most people because it is dressed in overalls and looks like work." Thomas Edison

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    • Profile picture of the author focusedlife
      Originally Posted by agmccall View Post

      Disagree.

      Ever see a new car commercial?

      al
      That new car commercial is NOT going to convince anyone NOT looking for a new car to start looking at a new car.

      They are still tapping into desire that is already there.

      Interest is there, already.

      Regards,

      Los
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  • Profile picture of the author Steve B
    Thanks for the thread - a good reminder.

    What you call "desire" . . . I would call market demand.

    People are in the marketplace looking for certain things to buy that will satisfy a want, a desire, a lack in their life, a need for love, validation, or acknowledgement. When that desire is strong enough, it becomes part of the "demand" side of the economic phrase "supply and demand."

    As marketers we recognize that demand and try to supply the solution as product creators, affiliate sellers, membership site owners, etc.

    I believe the successful marketers are those that know how to read and understand market demand. And as you say . . . that demand is there or it's not. We don't typically create the desire but we do try to satisfy it (for a price, of course).

    IMO, it's best to start any online selling by first finding and understanding the market's "desire" (demand) before you try to identify a solution (supply).

    Steve
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  • Profile picture of the author JoeSpirit
    I agree that you can't force anybody to want a particular product.It's important to know who your ideal customer is, and where you find that customer. That's who has the desire you searching for. Learn to think like your customer thinks. Once you do that you'll know how to talk to that customer in a way that helps him understand you have what he most desires to solve his problem/give him pleasure. You have to talk to them in their voice.
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  • Never compete on price, it is the surest way to lose your branding and profits.
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  • Profile picture of the author Kay King
    I've been tangled up with the same woman for 24 years now,
    I've never been tangled up that long with anyone - that could be "a market"...as in how "how to...."


    Some chicks just want to have fun.
    LOL - and fun is good....
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    Saving one dog will not change the world - but the world changes forever for that one dog
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    Please do not 'release balloons' for celebrations. The balloons and trailing ribbons entangle birds and kill wildlife and livestock that think the balloons are food.
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  • Profile picture of the author kulman
    Read "Badass - Making Users Awesome", especially page 19. You will find the so called 'secret'.
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  • Profile picture of the author focusedlife
    @Kulman - the secret to what, please?
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    • Profile picture of the author kulman
      @focusedlife
      The author puts it succinctly that the user of your product has to feel he/she is awesome because of using your product; instead of saying the product is awesome.

      The product makes the user achieve sense of awesomeness (or whatever feeling he/she craves for). Thus, instead of focusing on the product, the author urges us to focus on the end user vis a vis 'awesomeness'.

      That's a very short take but I hope you got it.
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  • Profile picture of the author Time Transporter
    This is a warm and fuzzy place.

    Our capsule landed somewhere near Arizona.

    I flipped when I learned that most inhabitants don't create their own reality.
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