Kaufman really threw me a curve ball in this section. I assumed this topic would be pretty straightforward. You want to craft marketing copy or narratives that elicit desire from your potential customers. Turns out, trying to create a desire for your product or service is a huge waste of time. According to Kaufman, “The essence of effective marketing is discovering what people already want, then presenting your offer in a way that intersects with that preexisting Desire.” He then adds, “Your job as a marketer isn’t to convince people to want what you’re offering: it’s to help your prospects convince themselves that what you’re offering will help them get what they really want.”
How do you figure this out? Kaufman says it comes back to the core human drives discussed earlier in the book. These core drives provide you a starting point, and along with additional feedback, you can hone in on exactly what your customers are searching for and better position yourself to make a sale.