There’s a moment in a consumer’s brain when they go from having interest in your offer to needing it. It’s the switch from “that would be nice” to “I want that asap.”
It’s the moment they desire your offer.
Where clarity is understanding the logistics and making it make sense, desire is the emotional momentum behind buying—and the fourth lever of Reveal’s Brain-Based Buying Framework©.
How to Build Desire: The 4th Lever of Reveal’s Brain-Based Buying Framework
Desire is the fourth lever in Reveal’s Brain-Based Buying Framework©, a simple and scientific 5-step framework that will take your audience from “I’ve never heard of you” to “I’m your new favorite customer.”
It’s the content, messaging, and environment you curate that creates a feeling of “suddenly I can’t imagine not having this.” When you’re building desire, you’re creating urgency based on personal need and, well, desire for what your offer can provide or create for their business, life, or even personal joy and well-being.
Your audience could know exactly what your offer is, what it does (and could do for them), and still choose not to buy. Building desire creates the reason to buy, and buy now.
A good example of creating desire is turning a feature into a felt outcome, showing your audience what life looks like after they have the thing, not just what the thing does.
Say you sell a done-for-you email system. The feature is “12 emails, written and scheduled for you.” That’s clarity, it explains what they get. Desire is describing the moment they open their laptop on a Tuesday, see sales notifications instead of a blank inbox, and realize they haven’t written a single word of copy in weeks.
That’s the “I can’t imagine not having this” feeling.
Desire Doesn’t Happen By Accident, You Have to Build it
Desire isn’t something your audience will magically feel the second they hear about your offer. Desire builds through the way you talk about it, the proof you show that it works, and the picture you paint of what’s possible on the other side.
If your offer isn’t selling the way you know it should, consider whether or not you’re giving them a reason to want it, and to want it right now or are you just handing them a pile of information and hoping desire shows up on its own?
You can create desire by:
- Providing specific transformation stories → the specific before/after (“she went from dreading launches to fully booked in 3 weeks”)
- Showcasing social proof, but with emotion attached → you’re not posting about “5 star reviews,” but you are sharing the screenshot of the moment a client said something like “I didn’t know I needed this until I had it”
- Using sensory, specific language → paint the exact scene of what it feels like to have solved the problem, rather than listing benefits
Want help pinpointing exactly where desire is missing from your marketing? Get the Sales & Copy Bestie, my custom GPT trained on Reveal’s Brain-Based Buying Framework©, and she’ll show you exactly where to turn up the desire in your content.
Your Audience Has to Want it Before They’ll Buy it
Clarity gets your audience to understand your offer—desire gets them to crave it. Without desire, even the clearest, most logical offer in the world will sit collecting dust.
Once your audience desires your offer, there’s only one lever left to pull: ease–making the decision to buy feel like a total no-brainer.
Ready to build desire into your marketing? Get the “This is How You Sell” TextBook and start selling in a way that works.
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