Life skills
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Life skills

It’s The Hidden Desires That Entice Your Audience… Not Surface Desires

Do You Know The Difference?

Source: Stencil

I love a good podcast. Listening to one at double speed is like adding a scoop of ice cream onto apple pie. It makes it so much better.

It took me a while to adjust to the double speed. Once acclimated, I couldn’t go back to regular speed or even 1.5x speed. Now, creeping up on me is a new craving. I want faster. I want triple speed, maybe even quadruple speed.

Here’s the thing.

Even if they added an option for triple speed playback it wouldn’t be enough. It would satisfy my desire for a short time. At some point, I would crave faster.

Where does that desire come from? Did someone create it or did I manufacture it myself? Does it even matter?

Desire is a tricky thing. It’s only a feeling, but we know it when we feel it.

Knowing how to tap into hidden desires is the key to success for marketers, business owners or creatives. It doesn’t guarantee they’ll like you but it gets you a ticket to play the game.

Hidden Desire Versus Surface Desire

Not all desires are equal. Too often we appeal to surface desires. We ignore the hidden desires. It’s a subtle but critical difference.

A surface desire is the outward expression of the hidden desire.

For example, my hidden desire is prestige. The surface desire is a BMW. I want the BMW to satisfy my need for prestige. Appealing to the hidden desire motivates me to buy that BMW. See the difference?

Here’s Where It Gets Sticky

Creating desire is almost impossible. It’s far easier to harness existing desire. Let’s suppose you’re dissatisfied with your job and income. Selling you on the dream of a side hustle that brings in extra money is doable.

Compare that to someone thrilled with their current job and income. That would be a much harder sell. I would first have to convince him that he desires more money and a new career. Only then will it trigger the surface desire of the side hustle. That’s hard, really hard.

Even when you think a business is creating desire, they’re more likely harnessing it into a new product.

Apple created desire for the iPhone. But their customers desire for prestige, simplicity, and coolness already existed. Apple fueled those desires better than anyone with the iPhone.

How To Tap Into Existing Desires

Your job gets easier once you pivot away from surface desires and towards hidden desires. Start with these three questions. This will help you tap into the existing desire of your audience or market.

  1. What are the benefits of using your product or service?
  2. What is it that your audience desires (see list below)?
  3. How do the benefits of your product or service satisfy those desires?

These are ten of the more popular desires. Despite advances in technology or taste, these basic desires do not change.

  • Wealth
  • Popularity/Social Acceptance
  • Security/Safety
  • Health/Fitness
  • Prestige
  • Improve appearance (i.e. weight loss, look younger, etc..)
  • Comfort
  • Leisure/Travel
  • Sex
  • Love
  • Peace (Freedom from worry, enlightenment, etc..)

Hidden desires open the door to your audience. Want some other tricks? Get my free guides on persuasion and creativity here. Oh, If you liked this story, click the ❤ so others may find it.



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Barry Davret

Barry Davret

Work in Forge | Elemental | BI | GMP | Others | Contact: barry@barry-davret dot com. Join Medium for full access: