Well, you’ve stopped the reader in their surfing tracks — you’ve gotten their Attention
Using a compelling story (generally), you’ve drawn the reader into your copy — that is, you’ve engaged their Interest.
And now, Desire.
Each of these steps simply deepens the reader’s experience with you on multiple levels. It deepens their attention (focus), deepens their interest, deepen their engagement and the relationship they have with you.
If you haven’t heard this before — copy is seduction — pure and simple. Learn more about the art of seduction and you can learn a great deal about writing copy.
You could think of copy as stimulating the the prospect’s buying erogenous zones. Except we copywriters generally call these “triggers.”
I should have stated earlier that copywriting formulas are “skeletons”, and you build up your copy by adding the copywriting equivalent of muscle and nerve and sinew.
So what are these copywriting muscles, nerves and sinews?
Well…features and benefits. “Greased slide” copy. Testimonials.
Desire is where you really kick things up a notch and get them imagining what it will be like for them to experience the benefits of your product or service.
And once you have built up this up, quickened the pulse of your reader with excitement, you take your copy to the next step: Action — which we’ll talk about tomorrow.