The ‘desire’ portion of your ad is where you present the facts of your product; create and justify your prospect’s conviction, and cause him to demand ‘a piece of the action’ for himself. It’s vitally necessary that you present ‘proven facts’ about your product because survey results show that at least 80% of the people reading your ad – especially those reading it for the first time – will tend to question its authenticity. So, the more facts you can present in the ad, the more credible your offer.
As you write this part of your ad, always remember that the more facts about the product you present, the more product you’ll sell. People want facts as reasons, and/or excuses for buying a product – to justify to themselves and others, that they have not been ‘taken’ by a slick copywriter. It’s like the girl who wants to marry the guy her father calls a ‘no good bum.’ Her heart – her emotions – tell her yes, but she needs to nullify the seed of doubt lingering in her mind – to rationalize her decision to go on with the wedding.
In other words, the ‘desire’ portion of your ad has to build belief and credibility in the mind of your prospect. It has to assure him of his good judgment in the final decision to buy – furnish evidence of the benefits you have promised – and afford him a ‘safety net’ in case anyone should question his decision to buy.
People tend to believe the things that appeal to their individual desires, fears and other emotions. Once you have established a belief in this manner, logic and reasoning are used to support it.
People believe what they ‘want’ to believe. Your reader ‘wants’ to believe your ad if he has read it through this far – it is up to you to support his initial desire.