In last week’s blog, I wrote about the second step in the AIDA model of advertising, Interest.
This week it’s the turn of Desire.
By this point you’ve honked the car horn at your target person, they’ve turned their head and you’ve got them interested in the idea of what you’re selling or doing. Now you want them to want it! Really want it. Like NOW!
What you need to understand
As with any kind of pitch (as the wonderful Life’s A Pitch points out, so much of life is about pitching – from getting a date with someone you like to ideas for projects), to have any success you first need to understand what your target wants. Out of life, out of business, whatever is relevant to the market you’re operating in and the benefits of what you offer.
So my sister, who sells art to collectors and investors, needs to know do they want something to impress their friends when they come for dinner, or simply something which is a good investment to hold in that bank vault while the other forms of investing that money are volatile because of the post-Covid financial world.
In the earlier step, Interest, you should have done your research to work this out. Now you need to use that to create desire to have what you do NOW.
Ways to prompt target desire
Among the many ways are the following:
- Communicate the Benefits of your offering and how they will help them realise their goals better than rival alternatives. Both rational and emotional – they’re very different. Emotional ones have way more swaying power, despite what we think about how we decide things.
- Explain how they will meet their goals sooner with your help but only if that’s true. False expectations followed by an unrealised promise kill business relationships and quickly kill your professional reputation.
- Remind them of the emotional and practical benefits of achieving their goals. All they have to do is say ‘yes’ and you can help them get there and get the prize/s which follow from that.
- Discover and explain the other ways your offering can improve their life – they may not have thought beyond the obvious. That sustainable reusable coffee cup you bought may verify what you say about your commitment to sustainability so well that your big target customer says yes and wants to feature you all over their comms as a brilliant supplier, bringing you new leads from others with the same motivations.
Struggling to create this desire in your target customers or stakeholders? Get in touch! And let’s see if I can help you by rethinking your strategy from a different viewpoint.