The A-Z of content writing: D is for Desire.

This is the fourth article in my 26-part series: The A-Z of Content Writing. Read the first part?here, the second part?here, and the third part here.

AIDA is a common copywriting acronym that stands for Attention, Interest, Desire, and Action.

As a copywriter, it covers the four critical responses you need your copies to evoke in your readers.

This 26-part series will cover all four concepts.

We've already covered Action in C is for Call to Action.

We’ll cover Attention and Interest subsequently (I'll let you guess the letters ??).

But today, we're talking about Desire.

"Anyone with the link can read this article but ONLY 13 people will be able to claim the one-in-a-lifetime copywriting templates. But first, you have to read this article to find out EXACTLY how."

Did you feel anything while reading the previous paragraph?

Was it the joy of owning something potentially valuable?

Yeah, that's desire!

Desire is making your readers want what you sell. The more you can make your customers desire what you sell, the more they are likely to come get it, and the more sales you make.

It's one thing to have a solution (eg. product, service, idea, etc.) but it's quite another thing for your target audience to want it.

It's your job as a copywriter to persuade people to desire what they didn't care about just 3 minutes ago.

To do this, you have to show your readers how whatever you're selling can solve their problems, fulfill their needs, or help them achieve their goals. List desirable features and highlight benefits (more of this) of your offer and make your readers understand how they can make their lives easier.

Now, while what you are selling may vary at different times, humans are basically the same everywhere in the world. We desire things that give us pleasure or take away the pain. Simple!

Some tips to trigger desire in your readers.

1. Use emotional triggers.

This could be

• fear (people who eat bananas live longer than people who don't).
• greed (enjoy 50% off these bananas or the first 10 buyers get a FREE tote bag).

• urgency (this discount is good for ONLY 24 hours or only available for the first 20 people).

2. Show social proof.

Testimonials from customers who have bought from you will work great here.

3. Make it scarce.

No one likes the feeling of missing out on something great and nearly everyone likes to own something that is exclusive.

Ever wonder why the term "limited edition" sells so much and "first edition" only ever increases in value?

They create a desire in people to want to own something exclusive.

Once you’ve created desire, you’re much more likely to get people to act on it and buy.

Read C is for Call to Action to learn how you can use transform desire into action.

Until next week.

Love, Osamu.

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Osamu Ekhator is a?Freelance Content Strategist. For the last 8 years, he has worked with individuals, small businesses, and companies in several industries all over the world to create content that improves engagement and sales.

Contact him?here?or at [[email protected]] for collaboration and consultation.