“Copy cannot create desire for a product.  It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product.”
Eugene M. Schwartz

Eugene Schwartz was a legendary copywriter, and this quote is from the first chapter of his book, “Breakthrough Advertising.”

Whenever you forget this rule, it will cost you dearly.

Even Fortune 500 companies can’t afford to create desire for a product or service.

For example, let’s jump in our trust time machine and travel back a few decades.  US automakers regularly try to produce fuel efficient vehicles.  They put their best advertising people behind the promotion, and nothing.  They spend millions of dollars in advertising.  They don’t sell.

After each failure, they go back to producing what the American people already want to buy…large engines, comfortable seats, and tons of storage capacity.  When desires changed, they were left behind the curve by all the foreign automakers who already had higher gas prices in their countries.

Good copywriting can’t sell a bad concept.

And it can’t sell something people don’t ALREADY desire.

Here’s another example.  If someone is in pain, they want immediate relief.  If you sell a product that can bring instant relief, that’s a hot commodity.  If you sell prevention for a possible future pain, you’re fighting an uphill battle.  They don’t desire your product yet.

You’re looking for products and services where the desire already consumes the hearts and minds of your customers.

I don’t know how many times I’ve reviewed someone’s site and they were trying to “beat” this rule.  In their case, they thought it would be different because of how important it was.  Everyone thinks their situation is different.

You can’t change their desires…not on a budget and time frame you can afford.  Charities, governments, and other non-profit entities can enact a change in desires if they have the patience and the time to invest…along with a lot of other support backing them.

But if you go that route, don’t look at it as a business.

It’s a charity work.

Of course there are great charities who do good work.  Just know what you’re getting into!

Several 6 and 7 figure business owners got together on a private conference call.  We were discussing a potential new product which solves the “real problem” which keeps both newbies and those at the intermediate level from getting their breakthrough.

Many people online are doing a majority of the right actions.  They’re just a little off-center so none of it works for them.  They’re missing the bulls-eye and everything they do suffers from it.

During the discussion we came to the conclusion the desire isn’t quite there.  It’s a situation where we know what people need to do, but a majority of them simply don’t want the correct solution yet.

They’d rather continue to struggle online…seriously…instead of taking the simple prescription we could give them.

That’s a tough call to make.  You know what you have could change people’s lives, but it doesn’t do any good if you run up against this rule…

Copy cannot create desire for a product.”

In spite of this, I’ll be covering the solution we discussed and how it dramatically affects every online marketer in my upcoming May issue of the Monthly Mentor Club.

The difference here is my monthly club is all about hardcore in-the-trenches advice of what’s really working today.  And because I’m attracting such a high level of member here, they’ve already raised their hand to say “Yes, I want real answers…even if they’re not the most popular one!”

It’s not about a mass market product…it’s those who are making money, making a difference, and willing to do what it takes to dominate their industry.

If you’re ready to hear the truth that’s not ready for public consumption yet, then give the Monthly Mentor Club a try.

There are a load of new additions being added soon you don’t want to miss…

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Terry Dean
Terry Dean

Terry Dean has been in full-time internet business since 1996 and has helped thousands of entrepreneurs get started online through his articles and products. He lives in Ocala, Florida with his wife and 2 dogs. Find out more about how his step-by-step courses can help you today.