PERSUASION WIKI
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Desire
Building desire is one of the main ways to prime or qualify someone without actually needing to change anything in your offering. The more the person desires your product or offering, the more they will be qualified. It can also be used to weaken objections (because usually, objections are a sign of lack of certainty or desire. Increasing it decreases and destroys them).
There are four main ways to create desire in someone:
- Use a hero’s journey or nightmare-to-dream journey;
- “John had [ABC] of negative. He just wanted [ABC] of positive. With our product, he was able to make that bridge”;
- Using associations or bundling
- Associating your value proposition with something known, famous, or that brings pleasure;
- E.g., products associating themselves with influencers or celebrities;
- Building anticipation or expectations
- Telling the person what to expect;
- E.g., “90% of people buy this on the first week”;
- Using intent labeling
- Making the person state they want something actively
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