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Alright, now the next thing we have to do in our sale message, sales letter is we have
to increase the desire for the consumer to want this product, to realize that they need
this product. So, what we're going to do, we might do this through words, and we might
do it through pictures, depending on whether you're doing a letter, or a brochure, or however
you're laying this out. But, what you want to do is you want to take the main benefit
of your product, the ultimate best reason that the consumer should invest in your product,
buy your product, and you want to talk about it, and talk about it repeatedly. You don't
want to just stress this main benefit one time and then you're done, you want to keep
talking about it, and as you're talking about it you can weave in some of the other benefits.
But, it's totally o.k, usually in writing, we say you don't want to repeat, but in a
sales message, you definitely want to repeat that main benefit. Ultimately what needs to
happen in this increasing desire section is all of the writing should reflect the "you
attitude," meaning "you, the consumer will benefit from this, you the consumer, are going
to love this." Don't let this section be about you. Let it be about the benefits for the
consumer, for the product.