In our last article, I promised to take you on a journey through the world of counterintuitive marketing. Today, we’re diving into our first principle: The Power of Desire, as articulated by the legendary Eugene Schwartz. Tapping into existing desires: Eugene Schwartz’s marketing wisdomSchwartz famously said, “Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product.” This idea might seem counterintuitive. Isn’t the point of marketing to create new wants and needs? Not according to Schwartz and not according to the success stories of countless marketers who’ve followed his wisdom.
 Let’s break this down using our RAVE event as an example, with a focus on our science fiction offerings. At RAVE, we didn’t start by trying to convince people they should be interested in science fiction. Instead, we tapped into the existing desires of sci-fi readers. But what are those desires? Based on recent research, here are some key ones:
- Believable characters and immersive story worlds.
- Exposure to new books and authors like the books and authors I already love.
- Connecting with people who like the same stories and pop culture as me.
So, how did we at RAVE use this knowledge? Instead of simply advertising “a science fiction event,” we framed our marketing to amplify these existing desires:
- We highlighted our lineup of authors known for creating believable characters and richly detailed worlds. Our event descriptions paint a picture of immersive experiences that transport attendees into the heart of their favorite sci-fi universes.
- We curated a selection of new and emerging authors whose work echoes the styles and themes of established fan favorites. Our “If you love X, you’ll enjoy Y” recommendations became a cornerstone of our promotional material.
- We emphasized the community aspect of RAVE, promoting it as more than just an event but a gathering of kindred spirits. We created spaces for fans to connect over shared interests, from book clubs to cosplay contests.
By aligning our event’s features with these existing desires, we made RAVE irresistible to our target audience. We didn’t need to convince people to be interested in science fiction—we simply had to show them that RAVE would fulfill the desires they already had. How to reframe your book marketing strategyThis principle applies far beyond event marketing. If you’re an author, think about the existing desires of your potential readers. What are they already looking for in a book? How can you position your work as the answer to those desires?
 For instance, if you’ve written a sci-fi novel with a richly detailed world and complex characters, don’t just market it as “a new sci-fi book.” Instead, you might say something like: “Step into a world so vividly realized, you’ll forget it’s fiction. Meet characters so authentic, you’ll swear you’ve known them all your life.” This approach doesn’t create new desires – it amplifies existing ones and focuses them on your product. Here’s a quick exercise: Think about your current project. How does it fulfill the three desires we discussed? How can you reframe your marketing to highlight these?
- Believable characters and immersive worlds:
- Similarity to beloved books/authors:
- Connection with like-minded fans:
In our next article, we’ll explore David Ogilvy’s counterintuitive idea that sometimes, more information leads to more sales. We’ll look at how RAVE uses detailed storytelling to build anticipation and drive ticket sales and how you can apply this to your own marketing efforts. Until then, start paying attention to marketing messages around you. How many are trying to create new desires, and how many are tapping into existing ones? You might be surprised by what you notice. |