What are weight-loss programs really selling you?
Is it…
- Tedious calorie-counting plans and shakes that cause inexplicable gastrointestinal symptoms?
- Sore joints, shaky knees, and the inability to walk down stairs because you did too many squats?
- Newfangled machinery, puddles of sweat, physical exhaustion, and mat herpes?
…of course not!
Instead, they're selling you on…
- Six-pack abs, jealous coworkers, and that elusive beach body that you've dreamed about for years
- A simple routine that fits perfectly with your busy schedule
- The freedom and support to transform yourself into your best self
The result?
The weight-loss industry raked in $60 billion in 2016
Here's another interesting stat…
Gym memberships have steadily been on the rise since the turn of the millennium; meanwhile 67% of those with a gym membership state that they “rarely” actually go.
So are gyms, supplement-makers, fad-diet coaches, and fitness gurus sneaky and underhanded in their marketing?
No.
They're smart.
They know what plagues their prospects and use that insight to their advantage (to deliver a service to help their prospects live a better life).
And importantly…
They understand the principles of “mass desire.”
And guess what?
You can speak to the mass desires of your prospects in network marketing, too.
That is, once you understand what constitutes a mass desire, and what makes them so compelling in the first place.
What “mass desires” means for marketers
Marketing mastermind Eugene Schwartz introduces the concept of “mass desire” in the first chapter of the classic Breakthrough Advertising.
And this concept is often misunderstood.
See, a desire represents something deep-seated and psychological, much more than a simple want or need.
Desires are like matter itself…
They can't be created or destroyed.
They're essentially eternal, part and parcel of the human condition.
Furthermore, desires are driven by society, not advertisers.
Schwartz describes mass desire as…
“The public spread of a private want”
Desires come in many shapes and sizes, from financial independence to a trimmer waistline.
Again, desires push our prospects to buy out of a sense of necessity that goes beyond a passing “want.”
Let's go back to our fitness example.
Your average Joe doesn't get fit for the sake of subjecting themselves to torture in the gym.
Maybe they want to look better in their underwear for the sake of their spouse.
Or perhaps, on a more serious note, they're concerned about the history of heart disease in their family and want to take proactive steps to prolong their lives.
In fact, something as seemingly trivial as where you shop for groceries is built on desire.
For example…
Trader Joe's and Whole Foods aren't just grocery stores
Instead, they represent status symbols for those who wouldn't be caught dead shopping at a bargain supermarket.
Likewise, they tap into the desires of those looking to embrace an organic, health-conscious lifestyle.
They are an identity.
After all, we live in a society when our consumer choices communicate our values and character.
Now, your prospects aren't going to scream their deep-seated desires at you in passing; however, that doesn't mean their desires don't exist.
Clearly private wants don't need to be explicitly stated for advertisers to tap into them.
And, of course, Trader Joe's isn't going to run an ad saying…
“Hey, you don't want to be like those schlubs shopping at Wal-Mart, do you?”
However, they are going to emphasize their organic, private-label products, which speak to the desires of conscious, yet budget-seeking customers in their advertising, right?
Now, although you're probably aware that you should sell benefits versus features, mass desire takes your marketing a step further as you make a deeper connection with your prospects.
Oh, and many marketers pay millions in research to understand this concept; thankfully, you don't have to.
How do you tap into your prospects' desires?
In Schwartz's words, “the overwhelming urge to own” is what makes advertising work.
In a way, this makes your job as a marketer much, much easier.
All you need to do is tap into the hopes, dreams, fears, and desires that already exist in your prospects.
Remember:
You cannot create desire.
Let's take network marketing as an example.
When you introduce someone to the idea of network marketing, what's more likely to sell them on the concept?
Is it mastering the art of prospecting, the satisfaction of delivering a well-rehearsed sales pitch, or the laborious process of fine-tuning your website into a conversion machine?
Eh?
Or is it sleeping in, working in your pajamas, and taking the occasional cruise to the Bahamas?
An obvious example, I know.
But here's the part that's easy to miss…
FREEDOM is one of the biggest desires you can tap into.
It's so much more fundamental than money (or traffic, leads, or sign-ups).
Many marketers make the mistake of endlessly trying to educate their audience through network marketing…
…rather than speaking to their desires.
Oftentimes, the end result bores your prospects to death.
After all, they'd much rather fantasize about that Bahamas vacation and how you can help them take their own cruise…
…versus hearing a laundry list of factoids about improving their opt-in rates.
In fact, understanding how you can help your prospects is the first step to tapping into mass desire.
You need to answer a crucial question for your prospects in regard to what you're selling…
“What's in it for me?”
Think of it this way…
People don't care about the thread count of their covers: they just want softer sheets.
People don't need to know about the chemical composition of their painkillers: they just want their headache to go away as quickly as possible.
In short, it's not about what you're selling, but rather the result.
In other words, “what's in it for me?”
Think about network marketing.
People are much more motivated by the vision of the LIFESTYLE than learning the skills required to achieve that lifestyle.
Thus all the pics of big houses and flashy cars you've no doubt seen.
That being said, you've still got to understand that tactics and pain points exist, of course, and are a relevant aspect of the advertising process.
But these “details” take the back seat to the REAL motivators, which we're about to explore…
Mass desire means “dumping” your prospects
Brain dumping, that is.
Now, this tip might seem totally tedious; however, it's ultimately what separates effective marketers from those playing guessing games.
You need to paint the picture of your perfect prospect, also known as your “customer avatar.”
Think about your prospects.
Now, come up with a comprehensive list of the their…
- Dreams, goals and desires (for example: making money, retiring at 50, having enough passive income to travel the world)
- Favorite blogs, books and personalities they trust (the other experts and “gurus” in your space offering up advice)
- Pains, frustrations, fears, problems and anxieties of your prospects (what keeps them up at night, what makes them sick to their stomach and what's potentially going to hold them back)
Once you understand these elements of your prospects, you can come up with a killer network marketing message.
If you can come up with hundreds of pains and problems of your prospects, you can likewise produce hundreds of ads that tap into their pains and desires.
Need help?
Here's a thorough breakdown of the specific pain points of network marketers and Internet marketers:
How to Powerfully Connect with Your Target Market and Make Selling & Recruiting 10X Easier
The biggest mistake marketers make with mass desire
The thing is, most marketers really screw up with mass desire because they don't truly understand their prospects as well as they think they do.
Always remember that you are not your prospect.
And until you know your prospects like the back of your hand, your marketing messages will be off-base.
You can't make assumptions about your audience.
You have to know exactly what they desire if you want to write ads that speak their language.
Thankfully, that's exactly what you'll learn in “The 10-Minute Perfect Prospect,” which is part of our 100% free traffic workshop.
It's hosted by none other than Tim Erway, our fearless leader and CEO here at Elite Marketing Pro.
Tim will show you how to identify and narrow-down a lucrative niche, regardless of how competitive your market is.
Most marketers go broke because they don't get specific enough
And the competition's pockets are simply too deep.
Fortunately, the foolproof system Tim outlines for harnessing your prospects' unspoken desires will work despite your competition.
You'll learn how to craft messages that hit home with your audience and ultimately set you apart from the pack.
No gimmicks: just actionable advice you can start implementing today.
Simply pick a time and register right here.
You’ll discover how you can put together a profitable ad campaign in just 10 minutes a day with as little as $10 in initial ad spend.
In fact…
We’ve used the exact formula to turn a $10 test campaign into $141,246.30 in sales.
Yep, those are 100% real numbers, and Tim will show exactly how we did it.
So if you haven’t registered yet, what are you waiting for?
Pick a time that works for you to attend Tim’s traffic workshop right here.
Until next time,
Andrew Draughon
Director of Content
Elite Marketing Pro
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