Eugene Schwartz, one of the best copywriters, once wrote that the most important thing in a successful campaign is MASS DESIRE. It’s about the consensus of the masses about what’s worth buying. That is, what our target market wants.
The power and overwhelming
To have that makes advertising work comes from the market itself, not from advertising copy or reels. Copy cannot create desire for a product. It can only gather the hopes, dreams, fears and desires that already exist and focus those desires on a specific product. The marketer’s job is not to create this mass desire, but to direct it and direct people’s desire through advertising.
An almost historical example is
One from the automotive industry. In 1948, to show their rising standard of living, the American public decid that they want to drive longer, lower and wider cars. Chrysler then decid to buck the trend; and offer a nice, functional car – with more leg and shoulder room inside.
But it was shorter and more square on the outside
So they went against that MASS DESIRE. One of the most creative agencies in America had prepar a multimillion-dollar campaign. But the results of going against the tide of mass desire were disastrous. In 1954, cars had become universally long; and drivers rat cars by their horsepower. Here came the rise of a new, enormous public demand. The Hudson Hornet Twin-H, the Cadillac with dual exhaust, the Chrysler 300—all took advantage of that trend and stuck with it to gain millions of dollars in additional sales. The Ford Company decid to ignore it and spent millions of advertising dollars selling safety. Again, the advertising hit a wall of disinterest: there were no results.
Ford came to its senses, and as a company
The next year produc and advertis the most powerful engines in its history, at that time. So I say again. That mass desire must already exist in the market. You can’t create it, and you can’t fight it. But you can—and must—direct it, direct it, focus it on your particular product. Marketing and advertising are statistics. We do not focus on individuals but on the whole of society, so that it works best for large groups of people. Because these mass desires are shar by millions of people, they take years to develop. They are creat by social fashions, economic conditions and technological conditions much greater than advertising alone can provide. It is this fact, properly exploit, that gives advertising enormous profit potential. Advertising simply directs your product to this gigantic, already existing mass desire – instead of being oblig to create it – advertising thus exerts a purchasing power hundrs of times more powerful than the raw number of dollars the advertiser can spend.This is the effect of strengthening effective advertising. It does not pay to kick the horse, it is worth jumping on a trend that exists and makes people willing to buy it.
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The strengthening effect only occurs
When advertising uses an already existing desire. However, when it tries to arouse this desire, it is no longer advertising, but ucation. An attempt to teach the behavior desir by the marketer, so that the future customer feels desire. Generally, we have tracking data list of executives level c 2 types of desire. Innate and acquir. Innate, for example, men want to have big muscles, women want to be attractive. This is instinct. The marketer’s problem is not to catch the trend – everyone can see it. His task is to distinguish his product from others that exist before – to create a fresh perspective – to build greater cribility – to shift the desire from the competition through one product to the one offer by his. The second type of desire is acquir desire. These are trends, fashion, or technological development. How to direct mass desire to a specific product? A copywriter uses three tools in their work: their own knowlge of people’s hopes, dreams, desires and emotions; their client’s product; and an advertising message that combines both. I always say that a good marketer builds a bridge between the product and the desir state.
So how do you do it
It usually happens in stages. At the beginning, the marketer chooses the biggest thing the client wants to achieve. Every mass desire has three important phone number bl dimensions. The first is the urgency and intensity of the demand to be satisfi. So if we are to buy this product, do we have to do it quickly because something is bothering us. For example, constant back pain compar to a minor headache. The second dimension is repetition, the inability to achieve a feeling of 100% satisfaction.
The third dimension is scale
The number of people sharing this desire. Products usually always satisfy several desires, but your ad must be precise, so let the CTA (call to action) and headlines be precise too. Once you have a defin main goal and create specific headlines that appeal to this target group, then you start DEMO. So what are you selling and what does it do for me as a customer. In reality, everything you sell can be describ as 2 products. The first is what it does physically. A drinking straw, wooden beams, glass, etc. The second is the functions it gives customers.
This is how we decide to buy something
Products and physical features do not sell. They are only the driver for what the product can do. Now, with this knowlge, you will be able to recognize weak ads because they talk about the features of the product. For example, a toothbrush with a movable head, or 500 pieces of paper in a package of printer paper. You can use all these facts, but in the rest of the ad, not in the headline or slogan. At this stage, you have already done 2 things. You have defin the mass desire,which makes up your market – for example, the desire to lose weight, something that literally millions want, and you have chosen one feature of your product that satisfies its deepest desire. You already know where you will start – your market; and where you are going with your product. The bridge between them – is your ad. Your ad always starts with your market and inevitably leads it to your product. The beginning of the ad, the slogan, or headline – is the first step in this process. That is why it focuses solely on your market. It may never even mention your product or how it works. Many people think that the role of the headline is to sell, but in reality it is to encourage people to read the next line. A line of text or the first sentence in a video ad is to encourage people to read a paragraph. The next one, and so on. Eugene Schartz once wrote about five stages of awareness.
