The art of salesmanship is expanding the mass desire; Advertising is the literature of desire.
This desire exists in the prospect’s mind as a blurry, hazy, emotion with no direction.
Your job is to fill this desire with images, to strengthen and guide this desire to incredible heights.
The copywriter is the scriptwriter of a prospect’s dreams.
Advertising is to take the blurry desire, and translate into one vivid scene after another.
The greater the description, the more your prospect will demand your product, ignoring price.
Reinforce, not repeat.
Steps of intensifying your product:
- Offer a complete description of the satisfaction your product give
2. Put the product into action, show what it does
3. Bring in the reader, let him imagine himself using your product and having his deepest desire met
4. Let your reader test and validate your product, let him imagine himself with the product
5. Stretch out the satisfaction over time, how having your product will cause repeated and repeated fulfillment of desire
6. Bring in those around him, his lover, his family, his wife, his friends. Offer their amazement at the prospect’s newfound fulfillment and better character, wishing to be the same
7. Optional: Show experts approving
8. Show superiority to competitors
9. Highlight the consequences of not using your product, of not having his need fulfilled
10. Stress the ease at using your product, at getting his utmost desire fulfilled with a simple call and order of your product
11. Offer the strongest image of his desire’s fulfillment and all the joy it will bring if he orders your product