The Hidden Desire Matrix: The Secret to Copy That Sells Itself
Ever tried selling ice to an Eskimo? (Spoiler: it's not the best strategy.)
But offer someone a crackling fire and a warm drink on a freezing day? You've got a deal.
That's the difference between creating desire and tapping into it. And according to legendary copywriter Eugene Schwartz, you can't create desire—it already exists. So, what is your job? To unlock that desire.
The Hidden Desire Matrix
Every buyer has a secret decision-making map running in the background. They want something, but they might not be able to articulate why.
(Understanding buyer psychology is key. The 5 Levels of Market Awareness [And Why Many Entrepreneurs Get It Wrong] breaks down how to align your messaging with what your audience actually needs.)
Your job as a business owner is to uncover that hidden desire and present your offer as the perfect answer. Word of warning - this should be a proper fit here, not a square peg in a round hole scenario. Otherwise, you'll be drowning in a sea of refunds.
Here's how:
Identify their core desire
What do they really want? We're not talking about surface-level goals here, but the deep, emotional driver behind them. Someone buying a course on productivity doesn't just want to be more organized. They want to feel in control. Someone hiring a fitness coach isn't just looking to lose weight—they want confidence, energy, or the ability to keep up with their kids.
Meet them where they are
Different buyers are at different stages of awareness. Some know exactly what they need; others just feel a vague frustration.
(Want to speed up their decision-making process? The Velocity of Belief: How to Speed Up Buyer Decisions with Your Copy reveals how proof, specificity, and storytelling move buyers to action faster.)
Your copy should meet them at their current mindset and lead them forward. (Not sure how? Eugene Schwartz's Breakthrough Advertising outlines the five stages of market awareness—it's a goldmine.)
Show how you understand your readers.
Use fancy industry jargon, and you're more than likely losing sales. Find out how your audience describes their problems and desires—whether in Facebook groups, Amazon reviews, or client calls—and use their exact words in your copy.
(For copy that truly resonates, clarity is key. The 3 C’s of Copywriting explores how clarity, connection, and conversion turn words into revenue.)
When Your Copy Taps Into Real Desire…
Selling stops feeling pushy. Instead, your audience feels like you get them because you do. Your offer becomes the natural next step—not something they need convincing to buy. (Mastering emotional triggers makes sales effortless. Your Story = Your Biggest Sales Asset [Here's Why] dives into how personal storytelling builds trust and drives conversions.)
And that's the magic. You're not in the business of forcing sales. You're in the business of revealing the desire that was already there.
So, what's the hidden desire behind your offer? And how are you tapping into it?
Want help crafting copy that taps into your audience's deepest desires? Check out my services page to see how I can help.
Hey there, Rebecca here.
My mission is to write copy that feels unmistakably you—capturing your voice, sharing your stories, and engaging your audience in a way that drives real impact.
