For years, sales pages followed a pretty consistent formula. 

Catchy headline.

Catchy subheadline. 

Intro to hook them. 

Mention where they are now, what they’re feeling and draw out their pain points.  

Show them what’s possible. 

Offer the solution. 

It sounds great in theory. Emphasize what people are already feeling so it’s fresh in their mind and then show them the solution that you offer. 

But here’s the problem with this. 

Talking about pain points brings to the surface their worries and fears. 

And when you really step back and look at what that’s creating for your audience, the negative emotions it’s bringing up for them, that just feels scuzzy.

I don’t want to be that person. 

Here’s the thing. 

Negative emotions can drive sales. No doubt about it. But people are then buying from a place of desperation. 

Instead, what if we spoke to their desires? 

What if we showed them the rainbow at the end if the rain, without having to first drag them through the thunder storms? 

Desire is a much more positive emotion. The energy they would be buying from is at a higher frequency and vibration. 

And people will just feel better about their purchases when they’re buying from that place. 

There is less regret and less second guessing their decision to invest as well. They are also more eager to follow through on their end. 

They are going into the investment with excitement, rather than hope only after their hopelessness has been pointed out. 

See what I mean? 

Writing copy from desire is so simple. You already know your target audiences frustrations. If you’ve done the research, you know what they’re feeling and what they want to overcome.

Now just flip it. What is the opposite of what they’re feeling? What is the positive emotion they’re after? 

Use THAT in your copy.