We all long for something. Love that will last. The ability to influence people. Scenic vacations. Financial independence. Less anxiety. Copywriters call these “mass desires.”
And copywriting that actually works connects your product to one of these mass desires.
When that is done — when you’ve convinced your prospects that you can satisfy their desires — then people will not only fall in love with and buy your products, they will become unstoppable evangelists as well.
But that all depends on whether or not you choose the strongest desire.