How To Tap Into a Core Desire to Sell Even BORING Products

Direct Response Copywriting

Everyone wants something.

It doesn’t matter how much they have already, there is ALWAYS something your potential customers desire.

Knowing this is one of the keys to success in sales. It doesn’t matter if it’s face-to-face selling or via copywriting which is what I like to call “Master Salesmanship Multiplied.”

To increase your sales, you need to find a way to tap into one of the CORE desires your prospect wants, even if there’s not an OBVIOUS connection between your product or service and that core desire.


But how do you know what your potential customer’s core desires are?

When doing a copywriting project, it always starts with DEEP market research into what the “target market” cares most about.  This can be a VERY tedious and time-consuming task as it’s my job to use everything I can to increase conversions for my clients.

However, figuring out the core desires of your market doesn’t have to be that difficult.

Almost everyone’s core desires can fit into one of a few basic categories of WANTS and NEEDS.

For instance, we all need food, shelter, clothing, etc.  These are in the category of NECESSITY and typically don’t require much convincing (except for personal tastes and preferences) as they are basic survival needs.

But most of us also…

  • WANT to be loved
  • WANT physical intimacy
  • WANT to be needed
  • WANT to be respected
  • WANT to be healthy and strong
  • WANT to feel safe and secure
  • WANT to be popular
  • WANT to live longer
  • WANT to acquire status
  • WANT a better overall life for ourselves and our loved ones

There are plenty more as well, but the big point here is that to sell a BLAND and even BORING product all you need to find a way to tie one of these core desires to it in your sales message.

So, the question is…. HOW???

Well, let’s look at something we have ALL seen advertised – toothpaste.

Now, toothpaste is NOT an incredibly exciting thing.  And there are a bunch of different brands that pretty much all do the same thing (not exactly but I think you get the point).

So, how do the big brands sell so much toothpaste?

They sell it by creating advertisements showing attractive people with GORGEOUS teeth and beautiful smiles tapping into a CORE EMOTION they know.

Which is the fact all of us want to look good and feel good about how we look.

As well as (maybe more importantly) how others will view us.

By having beautiful models showing off their sexy pearly whites after using their brand of toothpaste they are implying on a deep level that YOU can look just as good.

You can even create new markets by tapping into one of these core desires.

A famous example is when Listerine was first marketed for bad breath.

Before this, no one apparently was concerned with how offensive their breath was.

Then the copywriters for Listerine came up with a genius ad campaign “Often a Bridesmaid and Never a Bride” which told the sad story of a young lady who couldn’t catch a man due to her dragon-like breath.

Often a Bridesmaid and Never a Bride

Enter our hero “LISTERINE” who saved the day by taking care of her embarrassing problem apparently allowing her to avoid being a lonely spinster (old school vernacular).

Go ahead and spend some time thinking about how you can tap into one of your customer’s core desires to sell more of your products or services.

I think you’ll be amazed at the difference it will make.

About Direct Response Copywriter Robert Sean Pascoe

Direct Response Copywriting

Robert Sean Pascoe with Copywriting Legends Matt Furey and Ted Nicholas

Robert Sean Pascoe is a direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants, and many, many more.

To learn more about his copywriting services please visit

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