Don't create desire, direct it!

From: Ayuto Aso

Have you ever had an experience like this?

Holding your head in your hands, wondering, "Why won't this product sell?"

You explain desperately, educate carefully, and convey the value, yet there is no response.
The cause might not be a lack of effort.
You might just be slightly misunderstanding the essence of advertising.

Desire is not something you create.
It is something that already exists deep within the heart.

The job of advertising is not to generate it, but to direct it in the right direction.
The moment this perspective changes, your copy will become something entirely different.

Why do advertisements try to "create desire"?

First, let's organize the definitions.

What is "desire"?

Desire is the emotional energy that people naturally possess.

- Wanting to lose weight
- Wanting to increase money
- Not wanting to fail
- Wanting to be recognized
- Wanting to avoid loss

These do not disappear even as times change.

However, many advertisements try to "create" desire that does not exist.
They think that if they explain the product, people will want it.

But the reality is the opposite.

You can educate, but you cannot generate impulse.
Desire cannot be created from zero.

Advertising is not about creating a new parade.
It is about standing at the front of a parade that is already moving.

What is the true role of a headline?

Many people misunderstand this.

The purpose of a headline is not to sell.

The purpose of a headline is to get the next sentence read.

That is all.

However, whether that sentence is read or not is determined by "product awareness."

Here, I will define an important concept.

Product awareness is how much the prospect:
- Is aware of their own desire
- Is aware of that problem
- Knows that a solution exists
- Knows about your product

This refers to this stage.

There are 5 stages of awareness.

If you miss this stage, even the best copy won't resonate.

What is Product Awareness Level 5? What is the strategy for those who already want it?

At this stage, prospects understand both the product and the benefits.

・Famous brands
・Standard products
・Widely recognized services

Here, price and offer (terms) become the deciding factors.

Specific offers are more important than talking about emotions.

What is Product Awareness Level 4? What if they know it but don't want it?

This is the main battlefield for brand advertising.

Prospects know the product. However, they don't want it that much.

For example,

・Existing detergents
・Existing insurance
・Existing fitness gyms

At this stage,

Why your product is better than others

must be clearly communicated.

The point is differentiation.

・Performance improvements
・New features
・Track record
・Evidence

Simply appealing for existence is weak. It is important to present the 'reason why they should choose you'.

What is Product Awareness Level 3? What if they have the desire but don't know the product?

This is a very lucrative market.

Prospective customers have desires.

However, they do not know that a solution exists.

Here, the "mechanism" is the key.

A mechanism is,

an explanation of why it is possible.

People believe in reasons more than benefits.

For example,

"Automatically search for the lowest price using satellite technology"

In this way, you need specificity to bridge the gap between desire and the product.

What is product awareness level 2? What if they are aware of the problem but don't know the solution?

This is the realm of problem-solving advertising.

Prospective customers are thinking this:

Something is wrong.
But I don't know the cause.

For example,

Why am I losing money on investments?
Dates aren't going well.
I can't get rid of my fatigue.

Here, you first verbalize the problem.

Are you losing money because of XX?

This question hits home because,
the other person has a vague suspicion.

Clarify the problem,
and show the solution as an extension of that.

A dramatic problem statement is effective here.

What is product awareness level 1? How do you move a market that isn't even aware?

This is the most difficult part.

Prospective customers do not acknowledge the problem.
Desire has not surfaced either.

It is meaningless to mention price here.
Stating the product name is also counterproductive.

So, what do you say?

The answer is the "dominant emotion".

The dominant emotion is the common feeling that the market is currently experiencing.

Anger, dissatisfaction, anxiety, impatience.

For example,

"Is it okay to stay like this?"

This single sentence is not selling anything.
However, it shakes up emotions.

The moment people feel "that's me," they continue reading.

What happens if you ignore market sophistication?

There is one more important concept.

Market sophistication.

Market sophistication is how many similar products are circulating.
in the market.

In a market with few competitors, a simple appeal will hit the mark.

However, in a market full of competitors,

・A new mechanism
・A new angle
・A new expression

is required.

Even with the same benefit,
the response will change if the angle is different.

Why is it difficult to keep winning?

The market evolves.

As awareness increases,
yesterday's headline dies today.

That is why you must constantly keep asking.

"Where is this market at this stage right now?"

Just by having this question,
the accuracy of your advertising will improve dramatically.

What should you do starting today?

1. Write down the desires of your prospects

2. Identify product awareness

3. Research market maturity

4. Check if you are trying to create desire

And please remember.

Do not create desire.
Direct it.

The moment you have this perspective,
you will change from a marketer who pushes with force,
to a marketer who utilizes the flow.

Try rewriting one of your headlines today.
Your perspective will surely change.

That is all for today.
Thank you for reading until the end.
See you in the next article!

P.S.
Likes and comments are a great encouragement!
Please, I would appreciate it!