One Simple Principle will have Customers Knocking Down Your Doors

The whole idea of creating desire is nothing new in marketing. The problem is that most business people don't know what desire is and how to communicate it. This is one of the key reasons entrepreneurs fail.

To help get at the crux of desire and why people would buy your product or service, try putting yourself in your prospects shoes and find out what I refer to as the desire principle: "If I don't buy this product then I'm going to lose this opportunity that I need. Otherwise I won't have a chance for…" The desire principle is based on the most powerful motivating force in the world, fear of loss. Fear of loss does not have to be an obvious statement like most marketers use. An example of this would be: "Limited time offer." Sometimes a more powerful way to convey fear of loss is often more subtle, and extremely powerful because your customer doesn't consciously know they are being influenced by it. Let me give you an example.

Whenever I try to think about adding desire for my products and services, I think back to a book purchase I made a number of years ago. I like to buy management and leadership books. As I was looking through the different leadership books in the bookstore, and there were many, one book stood out. It was John Maxwell's "The 21 Irrefutable Laws of Leadership." Something made this book stand out from the rest and made me buy it. It wasn't the cover or the graphics because for the most part all of the books looked similar. Instead, it was something about the book that satisfied the desire principle.

You see, when I buy something like a leadership book, I want to make sure that I'm getting the best. I don't want to waste time with unproven ideas or unproven leaders. When you look at the title of the book I chose "The 21 Irrefutable Laws of Leadership" there are two things that immediately stand out. The first is that leadership can't be too complicated to learn, after all, there are only 21 things I need to know.

The second and most important part is that what this book is offering me are "irrefutable laws." Wow! Now that' a powerful statement. Here is what went on subconsciously in my mind. Something that is irrefutable can't be argued, so therefore it must be true. Also, if they are laws then they must have been confirmed by a governing body of some sort. This was perfect.

This meant that if I bought this book, I am getting what is proven and accepted in the leadership community. And more importantly, if I don't get this book, I'm definitely losing out on an opportunity I need. This means I won't be able to effectively lead people, or get that promotion or new job. My decision was based on fear, whether I knew it or not.

So when you begin your marketing campaign, make sure your message is geared toward satisfying desire and your business will be off to the races in no time.

About the Author

David Mickelson is the Director of Training for a leading small business leadership and educational organization, Field Training Services, LLC. You have free access to his latest case study on how to start a full-time business in 8 hours per week entrepreneur field manual.