How To Tap Into Your Customer’s Deepest Desires

Do You Know How To Tap Into Your Customer’s Deepest Desires With Your Copywriting?



In today’s post, you will learn how you can tap into your customer’s deepest desires by applying the following TRUE benefits into your own copywriting.


“Good copy, of course, translates features into benefits. But that translation into benefits is often stuck in superficiality; the true benefits remain unmentioned. Hidden to your readers” says Henneke 

And that’s when sales copy fails to connect with your customer’s deepest desires. And that’s when it fails to sell.


As, copywriters and bloggers, you need to remember that Features are facts about your products or service. Benefits are what your product does for your readers.


So, to translate a feature into a benefit, ask yourself the So What? question……

The So what? trick works in any industry:

  • Our doors have strong hinges. So what? They won’t bend when the door is slammed shut a thousand times.
  • We monitor your servers. So what? Your servers won’t go down, so you and your staff can continue working.
  • I write high-converting web copy. So what? You can convert more web visitors into leads and business.

Read through your website and ask for each statement So what?   

  • Keep asking So what? to find real benefits.
  • Real benefits connect to your customer’s desires, such as saving time; reducing costs; making more money; becoming happier, healthier, more relaxed, or more productive.
  • What do your clients really want to achieve? What are they dreaming of?
  • You can only sell with real benefits if you know what your audience wishes, desires, and secretly dreams of.


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maslow1Have you heard of Maslow’s hierarchy of needs?

Maslow suggests humans have 5 different types of needs:

  1. Physiological needs: What we need to survive such as food, water, shelter, and clothing
  2. Safety and security, including protection against danger and ill health
  3. Love and a sense of belonging
  4. Self-esteem, confidence, recognition, status and respect from others
  5. Self-actualization, such as a sense of autonomy, freedom, and creative fulfillment

Maslow also suggests that we need to fulfill our most basic needs (food and shelter) before we can fulfill the needs higher up the pyramid (self-esteem and self-actualization), and that helps us to understand what we can do for our clients.

(An awesome example of this is the Apple copywriters, who are masters in connecting with your deeper desires.)


Good sales copy doesn’t need to be salesy   

You don’t need dirty sales tricks to sell more. And you don’t need to use sleazy tactics you feel uneasy about.  Good copy mixes the different levels of benefits without readers even noticing and it requires you to sneak into your reader’s minds to understand their needs and desires.


In your sales copy, you must explain how you can help fulfill those desires. Because that’s when they want to hire you or buy your product.


Improve your copywriting skills with my NEW BOOK “7 Quick & Easy Steps For Creating Engaging Content”….CLICK HERE TO BUY NOW



If you enjoyed this post and found TONS OF VALUE, please take a moment and share….Thank you 🙂


Sharing IS Caring!


To Your Success,
Joan Harrington


P.S. – SHARPEN YOUR COPYWRITING SKILLS WITH MY NEW BOOK “7 Quick & Easy Steps For Creating Engaging Content” HERE


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30 Replies to “How To Tap Into Your Customer’s Deepest Desires”

  1. The “so what” question is such a good idea to keep you on track and ensure you are explaining to readers what makes your offer amazing. I’ll be keeping that question in mind with future posts.

  2. So what? That is a great question. I always am telling my health coaching clients to dig deeper and ask them questions to help them get there. I can now do that with my copy…so what. Yes I will be using that. Thank you.

  3. Hi Joan,

    You wrote something like ‘Good copy doesn’t have to be ‘salesy’. Totally agree and going you one better: ‘good sales copy never sounds salesy’.

    Good post and clear copy. Gotta love it!

  4. Maslow was such a smart guy. We need to feel safe before we can reach for those more esoteric levels of consciousness. I agree about sales copy not having to be salesy. As long as we can offer a genuine solution for any emotional touch point (or sore point, as the case may be), we are approaching our business as a way to solve people’s problems.

  5. We learned early on how important copywriting is. As women can’t try on the necklace or feel the beads, our words must convey what our jewelry can do for them. Love the ‘so what’ and will use it as I edit our descriptions.

  6. What a great question to ask to objectively see if what you’re offering, answers the “so what?” question, Joan. This really resonates with me as something that is a very valuable exercise we can apply everywhere in what we present to the world. This is one of my favourite posts of yours, as Maslow was a master in understanding people’s behaviours. And yes, the Apple copywriters, directed I believe by Steve Jobs, really understood that connecting to people’s deeper desires, is what would propel the brand to the heights it has reached. Great post! Will keep the ‘so what?” question in mind as I write my copy for my health posts too!

  7. I have to say that I didn’t realize how much value I really provided to folks until I started getting comments on my blogs and listened to what folks said and needed… and it’s amazing that I really am providing what folks need.. in a fun and informative way..

    1. I can totally relate to that Kristen! Love knowing how my readers feel when they give me feedback and tell me how what I have shared has helped them in some way….it is why I love what I do! Thanks so much for your feedback!

  8. I think most have caught on to the need to include benefits in their copy. But, in order to really be effective, they need, as you point out, to be able to answer the “so what.” Also, I think the benefits are more effective when they are part of a story line rather than in a list format.In a story line, the reader can become more emotionally attached and see and feel the benefits on a more personal level. Thanks Joan for bringing this to everyone attention. It all makes us better at our copy.

  9. Great question Joan and so succinct

    “So What”
    We are fact spewing machines and as a result no one listens or reads what we say until they see how it matters to them personally.

    The other truism about copy is “Facts tell, stories sell” If people can “see” how others have benefitted they will want the same benefit if they are in the same group.

    To great success


  10. Hi Joan,

    I agree that good sales copy does not need to be salesy… in fact, you’ll get much better conversion when it’s not.

    You just really need to focus on the the benefits your customers can expect when they buy your product or service. That’s all they really want, that’s what will satisfy their deepest desires.


  11. Joan – Congratulations on the new book! No small feat, I know. Anyway, you are absolutely correct about tapping into the customer’s deepest desires – and, of course, as you’ve mentioned before in previous blogs – in language the customer is comfortable with. Whether we like it or not, this is EXACTLY why Donald Trump has a fan base!

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