The Most Powerful Desires You Can Use To Promote Your Business (Biz Ser., Ep. 5)

Today I begin to explore the third stage of ‘choosing the most powerful desire that can possibly be applied to your product’.

Before we get started, do you have a MASS DESIRE to move along faster than you are? CLICK HERE

The third stage of choosing the most powerful desire that can possibly be applied to your product for writing Ad copy is to demonstrate the performances that are built into your product—what your product does? Show your prospect how these product performances inevitably satisfy reader’s desire.

In reality, every product given to sell has two dimensions. One of the dimensions is the physical product itself—in our case we are selling the School of Direct Response Marketing, educational programming, or learning tools. The other is the function of the product, the product in action, the series of benefits that our product performs for our consumer and the basis of which he buys our product.

Our physical product does not sell. People do not want to attend a school or read a book. The physical part of our product itself – the virtual learning environment – is only of value because it enables people to sell products.

The physical parts of our product can only be used for:

• Justifying price

• Documenting the quality of performance

• Assuring our prospect that the performance will continue throughout the years

• Sharpening the reader’s mental picture of that performance

• Giving our product’s claim of performance a fresh new basis for believability

The physical product is always subordinate to the function of the product, the product in action, and what the product does. It is the performance of our product, satisfying the mass desire of our market to learn job skills for effective advertising, marketing and sales via social media that provides our selling power.

Our first task in studying our product was to list the number of different performances our learning tool contained, catalog these learning performance tools against the mass desires, then feature the one learning performance tool that would harness the greatest sales power onto our e-Learning product. That one learning performance tool in our case is “How to Write Ad Copy?” – the Art of Advertising.

Do you have a MASS DESIRE to move along faster than you are? CLICK HERE

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Join next Saturday as I define and explain the importance of a prospect’s ‘State of Awareness’.