In order to know that, you have to put yourself in their shoes. What are their wants? What are their needs? What are they looking for? Are they male or female? Do you think it doesn’t matter? Boy, just look at the differences between magazines men buy and magazines women buy!

So whenever I write copy, I try to think about how it’s going to FEEL to the person reading it. Are they going to feel that they can trust me? Are they going to feel that I’ll rip them off? Are they going to feel that there’s value in the product? Are they going to feel that they want to take the action I’d like them to?

By the way, WANT is much stronger than NEED. People need water and oxygen. In general, people have the things they need already. On the other hand, people WANT things like a crying toddler wants his mum! Think about something you want, desire, lust after. Hey, the desire for that shiny new sports car is pretty strong, right? It’d make you feel great! Racing down the highway with the wind blowing in your hair and the engine roaring away like it’s having a great time!

People buy what they WANT based on EMOTION. Desire, lust, greed, fear, envy, whatever. It’s strong. You can tap into that desire.

Take this report for example. It deals with copywriting.

Are you reading it because you want more impressive words on your web-pages? No.

Are you reading it because more impressive words on your web-pages will make you more sales? No.

Are you reading it because more sales will earn your more money? No.

Are you reading it because of what that extra money will mean to you. YES.

I don’t know what that extra money means to you… it could be downpayment on a car or a house, it might be private school for your kids, it might be grocery money, it might be paying off your mortgage, it might be a foreign vacation… it could be that shiny new sports car! ;-)

Whatever it is, you’re reading this report for the ultimate reason, and not for any of the intermediate steps.

So, the obvious target for this report is a hook that deals with money. How to make more money from the same number of visitors by using better copy is good, but what about….

“Don’t leave CASH on the table! Make more money from the same number of visitors by discovering the secrets of how to be a Copywriting Lion!”

Notice how the first sentence gets people concerned. They know they’re not making a fortune online when others claim to be… so something isn’t right with their web-business. People always doubt their sales copy… and with good reason. You can make more money from the same number of visitors with better salescopy! So the first sentence makes them think they could easily be making more money! Then the second sentence shows them how… by reading the report.

So get inside your visitors minds. Think about why they will be at your site… what their ultimate reason is… and target the emotion behind that reason with your headline.

Whatever your product, whatever your service, whether it’s online or offline, you must be targeting your prospects ultimate reason for visiting your site and buying your product.

Next Page - Start With A “Want” For Copywriting Success!

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