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The Pippin A-Z of Copywriting: Desire

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in Copywriting

There’s a copywriting acronym: AIDA. It stands for Attention, Interest, Desire and Action and it covers the four things you need to make sure your writing evokes. We’ll cover Attention when we get to H (headlines) and Interest when we get to I. We covered Action in Calls to Action. And we’ll cover Desire now.

Desire is all about making your reader want what it is you want to sell. Because when people want something, they’re much more likely to go out and get it willingly. Note here that want and need are two different things.

For example, people don’t need to get a cat but they do want to get one.

On the other hand, no one wants to get car insurance but everyone needs to get it.

If your product or service is one that people want rather than need, your job is in some senses slightly easier. You need to build on your reader’s sense that they can’t live without what you’re selling and paint a picture of how much their life will be enhanced. This is why cat adoption centres feature plenty of photos of gorgeous cats to remind you how much you want one in your life.

If your product is one that people need rather than want, your copy needs to paint a picture of how you can solve their problem and how much easier their life will be once they’ve invested in what you’re selling. This is why car insurance companies stress how you’ll have peace of mind in the event of a problem rather than simply telling you it’s illegal not to have it.

The other way to create desire is to give what you’re selling scarcity – no one wants to feel as if they might be missing out. Give a deadline for a special offer. Offer a free extra for the first people to place an order. Tell people the price is going up after a certain date (and then put it up, of course). Remind people your product or service is the best on the market. You get the idea.

Once you’ve created desire, you’re much more likely to secure a sale.

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