My previous two articles have looked at how to attract attention and interest so now we are onto the ‘D’ of AIDA – so just how do you create a desire?
Any sales person will confirm that getting someone to interested in something is one thing, but to get them to want it is entirely different. That’s because what we actually want makes up only a small percentage of the things we are interested in.
As a freelance copywriter I always keep one thought in mind whenever writing for clients – when someone wants something they’ll convince themselves that they really need it.
Bring the product to life
You need to use words to create a picture and make your readers ‘see’ what their lives would be like with your product. Play on their emotions. Will they appear more successful, more attractive to the opposite sex…?
Restrict the supply
If you are looking to increase the ‘want factor’ limit your product by time – having a cut-off date after which it won’t be available (or a special offer price for a limited period). Or restrict the supply in numbers e.g. attendance is limited to just 50 people.
Try one of these:
* Your reader has been specially selected
* They are among the first to get the offer
* People they respect have bought the offer
* Only your offer can give them the benefits they want
* How easy you’ve made it for them to act
By putting all of the lessons so far into practice your reader will be on the verge of buying your product. We just have one more hurdle to jump – you now have to get your reader to take action.