How to Create Desire?
You have secured the attention of your reader, aroused his interest and brought him up to the point where he is eager to know more about your proposition. But from this point on, you must proceed with care, lest you undo the good work you have done.
Interest sustained ripens into desire. But you can keep up the reader's interest only by continuing to give him the kind of information that he will find interesting. You know how it is yourself. When you are really interested in a thing, you want to know all about it. Suppose you are a baseball fan. I arouse your interest when I talk about well-known players and when I show you that I know some intimate facts about them, you are glad to listen to what I have to say. It's much the same way with a letter. After the reader and the writer are on common ground and interest has been established, creating desire is simply a matter of leading the way to it.
Desire may be created in a number of ways, but these three have become pretty well established as the standard methods.
1. Through argument and proof
2. Through persuasion
3. Through inducement
In many letters all three appear. In some only two are used. But every good letter contains at least one or some form of it.
In using argument and proof to create desire, bear in mind that your argument must always be logical and sound and your proof conclusive. Here you are dealing with hard, cold facts and they must be presented so that the reader will accept them as such without question. Remember that the average man is quick to detect bombastic claims. One slip — one misstatement — and suspicion fastens on everything else you say. In fact, no matter how true a thing may be, if it seems, to the average person, too good to be true, you should modify it so that it will be accepted without question.
It is not necessary to claim everything for your product or proposition. No fair-minded man expects you to have something that can not be improved upon. Overlook a few adjectives in describing what you offer and you'll find that your reader will be inclined to give you credit for more than you have.
When an argument is presented it should tend toward some advantage to be gained by the reader. To illustrate…Diamond Squeegee Tread Tires have all of the good qualities of the best nonskid tires on the market with none of their bad features. The design of the Squeegee Tread makes them as good on a slippery street as any nonskid tire. Moreover, they ride like a smooth tread and wear like one — only longer.
Here every argument presented leads to an advantage that the reader will receive if he buys these tires. And a mileage guarantee is the proof the manufacturers offer to back up their claims.
But suppose that instead of this the writer had said….
"Our tires are the very best tires made. We have the largest factory in the world and use only the best quality of materials. Any tire we make will outwear any tire of another make at the same price."
Right away you would put the writer down as a first-water braggart. All his claims may be true, but they do not indicate that you will gain anything by believing them and they are so put that it isn't human nature for you to believe them anyway. Yet we see letters filled with general claims and arguments like these every day. Some letter writers seem to think that the fellow who claims the most is the one who gets the business.
Keep always in mind that the reader never loses sight of, "What is there in this for me?" It is the one recurrent question that he applies like an acid test to every statement you make. So, you must never overlook what the prospect is to gain by purchasing — not how much profit you will make — but what he will get out of the deal for himself.
A varnish manufacturer writes…..
"Try the enclosed panel for water spots. Take a little piece of cloth, saturate it with water and place it on the surface finished with Hilo Flat Finish. Do this early in the morning and keep it moist all day and the next. Try this same test on any other fiat finish or wax finish. You will be surprised at the result."
Then he goes on to state that his varnish is a waterproof varnish, but you do not need to be told this. The test he is wiling to have you make has convinced you that it is. And if you are in the market for a varnish of this character, the answer is an order.
Putting the proof of a claim up to the reader for decision is a popular sales stunt. It has been found to be good business to get the prospect to participate in conducting a test that will prove a claim or ratify a line of argument. The above instance is only one of many similar propositions.
In using argument and proof this injunction is a good one to remember : be sincere, be honest and straightforward.
How to Create Desire? - How to Create Desire?
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