How to Create and Amplify Desire in Your
Marketing Materials
If your marketing
campaign is all about telling a story (and make no mistake, it most
certainly is), the most important quality that story can have is a sense of
desire. When you really stop to think about it, marketing is similar to
almost every other medium in that regard. If your story took the form of a
movie, desire would be the need for your audience to stay right where they were
and not even think about getting up for popcorn. If you were writing a
novel, desire would be the absolute need of the reader to turn the page and
find out what happened next. In marketing, desire involves communicating to
your target audience exactly why they need your product or service in their
lives and why they can't stand to live another day without it.
Creating Desire in Marketing
One of the single best ways to create a desire in your marketing materials
is to use your target customer's own natural sense of curiosity against
them. Help them visualize the many ways that your product or service can
fit into their existing lives through a combination of scenarios. Highlight
what makes your company a very different (and better) animal than your competition.
What you absolutely should NOT do, however, is give the game away too
early. If a customer thinks that they have all of the information about
every last thing a product does, they may feel compelled to easily write it
off without giving it a second thought.
Don't rely too heavily on trying to be clever or to "impress"
your potential customer, per say. Not only is it difficult to master
without wasting space, but it also isn't necessarily something you even
need to do once you've piqued their curiosity in the first place.
Simplify the Next Step
Much has been written about the idea of the call to action as a way to
direct the reader farther along towards the sales funnel, but many people
don't realize that it can also be a great way to amplify desire in a
customer.
Say you've designed a perfect, enticing ad campaign that both highlights
benefits about your product and also leaves enough to the imagination where
they can't help but want to know more. A great way to kill that desire
before you've had a chance to use it is to make the next step far too
complicated for its own good. People don't want to fill out a form to get
an e-mail to download a PDF to possibly satisfy their curiosity and desire.
Keep it simple: "Having this wonderful product or service in your life
is only a phone call away." That one simple technique can put many
potential customers over the top and turn them into sales.
These are just a few of the many reasons why the concept of desire is such
an important one when it comes to marketing. If you can master the art of
desire, you're almost leveraging the power of your potential customer's own
brain against them. Once the seed of desire has been planted, it is one
that will essentially grow and come to fruition on its own. Once a potential
customer truly and deeply wants something, they will move heaven and earth
to make it happen - which is absolutely something that you want to create
in as many people as possible.
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