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Selling Desire

Written by: Riley Cardwell

Article Overview: How large a role does desire play in our lives? The answer might surprise you as we discover the ways in which desire actually effects every decision we make.

Selling Desire

Ever wonder what the next wrinkle in effective sales will be?

In today’s competitive marketplace, we need every edge we can get.

And how might our future look if we can discover what that next edge will be?

The answer is selling emotions and desires. Yes, your future is determined by how well you can sell a desire rather than a product or service.

Most of us have heard the old expression about selling the sizzle rather than the steak.

You may feel that such a sales approach lacks real substance; that you need to provide your client something of almost tangible value.

It’s true. You do. But did you know most people prefer to spend their money on products and services that enhance their emotional well-being?

So what does that tell you about what you should be selling and how you should tailor your presentations?

Today, reaching our target market is simply no longer enough. Once we reach a potential client, we must both interpret as well as help shape our customers desires.

The very essence of good sales is helping your client make the decision that’s best for them regarding your product or service. In order to do that, you must know what their emotions are in that arena.

So let’s take a look at some basic desires and emotions that are common to most everyone –

The desire to be free – This desire is currently expressed in our culture in a big way. Cell phones, laptop computers, and even wireless service. On line bill paying. Click and go. One stop shopping. Anything that gives people the sense of not being tied down.

“How can I save more time and become more efficient?” is a question we hear a lot these days.

So how can you include the element of freedom into your marketing of your product or service?


The desire for social recognition - Studies have consistently shown that the number one thing people desire, even over money, is recognition. Recognition is a powerful emotion and can be expressed in many different ways. Awards, buyer reward programs, and endorsements are just a few.

Power is another. How can your product or service empower your client? What new powers will it give them? What powers that they have now will it increase?

Certainly one of the biggest ways the desire for social recognition displays itself in our culture is through having more money and the material things money will buy. How will your product or service help you client achieve that?

The desire to be a hero – While this last desire is admittedly not for everyone, for those that do have this one, it is very strong.

How can what you have to sell make someone a hero? How will it make your prospect look good in other people’s eyes?

Finally, remember that mattress sales people don’t sell mattresses; they sell a good nights sleep and sweet dreams. And newspapers don’t really sell newspapers, they sell news.

Make desires affordable for your clients now. Sell desire and succeed.

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Related Forum Posts
Re: Success - I study success intently, and would like to share: Here's two excellent and nearly identical success-formulas from a couple of the world's masters. FIRST FORMULA: 1. Passionate Desire 2. Clear, Definite Purpose 3. Committed Decision 4. Take Action In Faith (Bonus Secret Sauce: 5. Repeat Consistently) I made a video about this, but am not allowed to link it yet. Google "Ryze Success Steps" for it. Oh, and this is Napoleon Hill's (Master Of Success Laws)'s Formula. SECOND FORMULA: 1. Passionate Desire 2. Understand It Is Already Done (Faith) 3. Relax & Allow It To Unfold (Go about your life calmly) This one is courtesy of Abraham-Hicks (inspiration for the movie The Secret). Hope that helps!
Advertisement that sales - Plan your marketing programme. It should include commitment to capital resources. If you run a small business, you aren't likely to have a generous enough advertising budget that will allow you to run costly branding or campaign ads. Every advertisement you run must convey to your prospect a solid offer and attractive reasons to act quickly, and result in increased sales and an enhanced image of your company. Good advertising always pays its own way through increased sales and profits, improved cost-effectiveness, reduced selling costs and shortened selling cycles. A useful formula that will help you increase the effectiveness of your advertising efforts is A-I-D-A, which stands for Attention, Interest, Desire and Action. When creating an advertisement, always remind yourself that it should: (1) capture your prospects' Attention, (2) arouse their Interest in your offer, (3) create their Desire for your product or service, and (4) provide a powerful spur to Action, that is, turn your prospect into buyers. Remember, bad advertising is an unproductive expense, and good advertising is an investment in future profits!
Re: Kevin's Case Study #10 - When to become an entrepreneur? - When the bug bite you. A lot of successful entrepreneurs started in their teens or at school. Selling sweets to fellow students or lemonade to firends in the neighbourhood.
Re: This is Marketing Warfare! - Hey GT, I guess this was from a while back, and it'll test your memory a bit but could you possibly elaborate on Unique Selling Proposition? Can you give us some examples of good USPs?
Blog pinging - Thanks Martin - yes, I do ping and it has been very effective. I'm currently on the first page of Google for Mastermind Group and on the second page for Selling to Small Business.


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