Goal
Find 5 to 8 desires your buyers already have, each in their words, with the quotes that prove it.
Why it matters
You can’t make people want something. Eugene Schwartz wrote in Breakthrough Advertising (1966) that the is already there, in thousands of people at once, and good marketing points it at your product. That shared want is a mass desire. Owners talk about (“polyaspartic, one-day install”). Buyers buy what the job lets them do or stop feeling. This lesson is how to find those desires and write them down in your buyer’s words. Writing to them comes later, in Copywriting.
In the full lesson
- Step 1 · Feature, outcome, desire: three different things
- Step 2 · Write it as “I want to…”
- Step 3 · Climb from the feature with “then what?”
- Step 4 · Find desires where buyers talk
- Step 5 · Keep the list. Don't pick yet.
This lesson is in The Ultemir Playbook.
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