Building Desire in an Ads


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The ‘desire’ portion of your ad is where you present the facts of your product; create and justify your prospect’s conviction, and cause him to demand ‘a piece of the action’ for himself. It’s vitally necessary that you present ‘proven facts’ about your product because survey results show that at least 80% of the people reading your ad – especially those reading it for the first time – will tend to question its authenticity. So, the more facts you can present in the ad, the more credible your offer.

As you write this part of your ad, always remember that the more facts about the product you present, the more product you’ll sell. People want facts as reasons, and/or excuses for buying a product – to justify to themselves and others, that they have not been ‘taken’ by a slick copywriter. It’s like the girl who wants to marry the guy her father calls a ‘no good bum.’ Her heart – her emotions – tell her yes, but she needs to nullify the seed of doubt lingering in her mind – to rationalize her decision to go on with the wedding.

In other words, the ‘desire’ portion of your ad has to build belief and credibility in the mind of your prospect. It has to assure him of his good judgment in the final decision to buy – furnish evidence of the benefits you have promised – and afford him a ‘safety net’ in case anyone should question his decision to buy.

People tend to believe the things that appeal to their individual desires, fears and other emotions. Once you have established a belief in this manner, logic and reasoning are used to support it.

People believe what they ‘want’ to believe. Your reader ‘wants’ to believe your ad if he has read it through this far – it is up to you to support his initial desire.

9 Things You Need to Stop Caring About

9 Things You Are Better Off Without

“Often, it’s not about becoming a new person, but becoming the person you were meant to be, and already are, but don’t know how to be.”
― Heath L. Buckmaster

About a decade ago, when I told my grandmother that I was worried about making a significant life change and then regretting my choice, she said, “Do you know what my biggest regret is?  Not taking more chances and making necessary changes when I was your age.”  Her words have been stuck in the back of my mind ever since, and they have helped me make many positive choices in life.  This is especially true whenever I bump up against the reality that something in my life isn’t working, and that it’s perhaps time to make some changes.

If you are currently facing a similar reality, ask yourself this:  “What am I focusing on that isn’t working?”

A big part of your life is the result of what you choose to focus on.  If you don’t like something, it’s time to choose differently.  Don’t be afraid to let go of your old ways and start over today.  It’s a brand new opportunity to rebuild what you truly want.

Here are nine things I have addressed and purged in my own life – some common emotional traps we are all better off NOT caring about:

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1.  Old regrets.

You don’t have to be defined by the things you did or didn’t do in the past.  Don’t let yourself be controlled by regret.  Maybe there’s something you could have done differently, or maybe not.  Either way, it’s merely something that has already happened.

Cleanse your heart of these regrets every night.  Just as your body needs regular washing because it gets dirty every day, so does your heart.  Because every day people may hurt you, offend you, forget you, snub you, step on you, or reject you.  But if you choose to forgive these people and let these things go before you go to sleep, you cleanse your heart.  You wake up the next morning refreshed and (more…)

Marc and Angel Hack Life

SEVEN SCARY CASES OF CRISIS MANAGEMENT PR

PR News | Seven Scary Cases of Crisis Management PR

Negative headlines are just the tip of the iceberg, since it’s hard to gauge a brand’s crisis response based on media coverage or social sharing. But the following get our votes for the scariest crisis situations so far this year.

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