Read time: 4 minutes
How to Give Your Audience Something They Really Want
Today we'll talk about one of the biggest struggles in digital writing: tapping into your customers' real desires.
As humans, we’re always chasing change.
We crave a new version of ourselves.
The more successful, confident, and fulfilled self we imagine becoming.
The 2.0 model.
And our customers want the same.
They're not buying a product or service but a transformation.
They want to feel like they’re moving closer to the life they dream of.
At the heart of this transformation are 3 desires:
1) Wealth
Financial success isn’t just about money; it’s about the freedom, security, and the status it brings.
2) Health
Physical and mental well-being makes us feel capable, strong, and more in control of life.
3) Relationships
Connections give us belonging, trust, and a place in the world.
Why does this matter to you as a creator?
Every purchase you've ever made was because of one of these desires.
Whether you like it or not...
And while your product might touch on all 3, your copy should focus on one at a time.
Most people think casting a wider net will boost interest and sales, but it backfires.
They confuse their readers.
When you try to reach everyone at once, you reach no one.
Your message? Lost in the noise.
But when you laser-focus on one...
You write sharp, persuasive messaging that connects on a much deeper level.
Example #1
If you’re selling financial services as a tax accountant, you might think you can talk about money (wealth), peace of mind (health), and respect from peers (relationships).
But by trying to cover all three, your audience gets confused.
Focus exclusively on the most relevant pain point: Wealth.
By focusing on one desire at a time, you create sharper, more persuasive copy.
And don’t worry—there will be plenty of other opportunities to mention the other desires in different content, emails, and general touch-points.
Example #2
If you’re selling high-end ergonomic chairs, you would appeal to the primary desire: Health.
Highlight how the chair will make their back pain vanish into thin air.
In a different piece of copy, you might focus on status, showing how the chair will impress your boss at dinner parties.
Get creative.
Always connect your product or service to one of these 3 desires, but make sure you focus on the primary desire.
I'll leave you with 3 points to hit this home:
1) Choose the Core Desire for Each Message
Ask yourself which of the three desires best connects with what you’re offering in that content.
Examples we just covered:
i) Financial Advisor
If you’re a financial advisor, your copy should primarily focus on Wealth—security, freedom, and peace of mind.
Talk directly about how your service improves their financial situation. Then, you can hint at the other desire in a different touch-point.
ii) Ergonomic Chair
If you’re selling an ergonomic chair, Health will be the priority, like the physical benefits of reduced back pain.
But you could also create a separate piece highlighting Wealth (improved productivity) or Relationships (impressing colleagues with your sense of professionalism).
Action Step:
For your next piece of copy, decide which desire to focus on, and let that lead the way.
2) Link Your Offer to Their Ideal Future Self
People want to transform, but they need to see how your product brings them closer to that ideal version of themselves.
Frame your copy around the impact of this transformation.
Example:
Selling a fitness program? Stick with Health in one email—emphasize physical benefits like energy and confidence.
In another email, switch gears to focus on Wealth—talk about how physical fitness can lead to better performance at work.
But don’t try to do both in one piece.
3) Get Creative with Your Approach
Don't try to invent new desires, it's impossible.
You’re tapping into the universal ones that already drive us all.
Every piece of copy can hit a different angle of your offer.
One day, it’s about how your product saves them time (Wealth), the next, it’s about how it improves their quality of life (Health).
When you focus on one core desire at a time, you simplify your message and make it resonate.
And because these desires are universal, you’re connecting with what your audience already craves.
The bottom line?
People crave transformation in their wealth, health, and relationships.
Show them how your product leads to that transformation.
But, do it one key desire at a time.
Time to wrap up
That's it for this system.
I hope you implement what we've talked about today.
Keep building, testing, creating, and growing.
I'll see you in a few days,
Morgan
P.S. If you enjoyed this email, you may like my latest project:
The Copywriter's Handbook
#1 - Click here to check it out.
#2 - Click here for a preview of what's inside.
#3 - Click here to hear what people are saying
P.S. Which topics would you like me to cover over the next few weeks? I read every reply I get
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