In persuasive copywriting, it is very important that you know what your audience desires. Knowing what they truly want allows you to do many things, from triggering emotions that make them weak and impulsive, to convincing them that your product is the answer to their yearnings.
The question is, how do you actually use your audience’s desires on your website copy?
Some of the persuasive copywriting tricks that make use of this include:
Create a bubble of their ideals.
In persuasive copywriting, you create a story about your target audience. You make them the protagonist of this tale, and they are in a bubble containing everything they desire. By using what you know about the things that they want as central points of your story, the easier it becomes for you to make them crave to get it–and at the same time crush their dreams by bringing them back to reality.
You can use their desires as the premise of your sales copy. Doing so allows you to put them under your control, at least while you lead them to your actual sales pitch.
Use their desire as the focus of your sales pitch.
Another way to use desire is by making it the focal point of your sales copy. Apart from setting the premise, you need to lead your audience into a journey where they have to end up getting what they truly want. Keep them reminded of their true desire as this will keep them running and doing everything to get it.
As they yearn to achieve this craving, you can bring them further down into your sales funnel, where the only barrier from getting their dream is your call-to-action.
Let their desire trigger emotions they so want to avoid.
Desires carry more weight than aspirations. These are things people cannot immediately get. They have to work hard, wait a long time, and get frustrated while working towards this particular item.
As a copywriter, you can use your audience’s desires to trigger powerful emotions, such as pain and regret, frustration and optimism, and the passion to achieve it. You can then follow up with your product or service, which serves as their tool to get what they want.
Use their desires to make them feel above others.
A common human weakness is that they want to stand out from the crowd. People want to be better, stronger, or have more than their peers. While a direct contrast to aspiring for a sense of belongingness, people want to feel that they are of a higher fixture than everybody else, as in its status they feel more respected and revered.
You may want to use their desires on your sales copy to make them feel like they are the first among the equals, but they can only be one step higher than the rest of the herd when they subscribe to your offer.
So, what do you think is your audience’s true desire?