Copywriting for desire

Don’t Underestimate Desire

If your website, bio, blog, or other marketing copy delivers just the facts, then you’re likely addressing nothing more or less than need. Matter-of-fact, boring, mechanical need. It’s exciting as taking your daily vitamins—unless they’re gummy bears.

By far, desire is the stronger sell.

Desire lands like an asteroid: cataclysmic and inescapable. It activates a stirring giant—one that transcends reason. It blasts through barriers, igniting astonishing urgency. It’s indispensable—and impossible to ignore.

At MarketSmiths, we generate desire—not only for what you’re selling, but also for yours above all others. Our creative copywriters divine what your clients want. And we spin that desire into the inevitable you.

I don’t care if you’re selling mortgages, mediation, or meditation. Our copywriting can throw a sheen of lust over whatever you offer—so that it becomes sexy, astonishing, and want-able. Then, we reel those readers in by proving that what they want is also (by George!) what they need.

So how can you create desire with your own creative copywriting?

  • Turn off your brain, and take a swan dive into your heart. That’s where desire sits. If you were your customer, what would you long for? Beauty? Prestige? Profit? What would it look like, talk like, act like?
  • Another way to do the above is to envision the highest manifestation of what you provide. When you get to the peak—climb even higher. Conjure a vision of what the world would look like if everybody around you bought from you. Would it be a cleaner place? Greener? More creative?
  • As you write, keep yourself in that visionary mode. Whenever a word comes up that reads flat, lift it higher. Instead of “fresh ingredients,” it’s “ripeness captured, then poured into cake.”
  • Avoid cliché, or you’ll end up with cheesiness.

Copywriting for desire is more than just a nifty hat trick—it’s a rare skill that delivers and endures.

Jean Tang

Jean Tang

A champion of high-end content, Jean is a living tribute to copywriting for humans. In 2012, at a TEDx talk, she declared her now widely viewed “War Against Bland.” The visionary founder of MarketSmiths, Jean leads her growing team to captivate, inspire, and motivate readers. She has helped thousands of global clients generate revenue from words (up to 12,000% ROI), and transformed the writing of hundreds of seminar attendees at the SXSW Interactive Festival (2014 and 2015), SXSW V2V (2014), the Small Business Summit (2014, NYC), and other venues.

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