The ‘desire’ portion of your profile is where you present the facts of your expertise and success; create and justify your prospect’s conviction and cause him to demand a piece of the action’ for himself.
It’s vitally necessary that you present proven facts because survey results show that at least 80% of the people reading your profile – especially those reading it for the first time – will tend to question its truthfullness. So, the more facts you can present, the more credible you will be.

As you write your profile, always remember that the more facts about “you” you present, the more products you’ll sell.
People want facts as reasons, and/or excuses for buying a product – to justify to themselves and others, that they have not been ‘taken’ by a slick copywriter. It’s like the girl who wants to marry the guy her father calls a ‘no good waster’, her heart – her emotions – tell her yes, but she needs to nullify the seed of doubt lingering in her mind – to rationalize her decision to go on with the wedding.

In other words, the ‘desire’ portion of your profile has to build belief and credibility in the mind of your prospect. It has to assure him of his good judgment in the final decision to buy – so furnish evidence of the benefits you have promised – and afford him a ’safety net’ in case anyone should question his decision to buy from you.

Once you have drawn people towards you and they have the desire to work with you it is then time to study your product and everything about it – visualize the wants of your prospective buyers – dig up the facts, and you’ll almost always find plenty of facts to support the buyer’s reasons for buying.
Here is where you use results of tests conducted, growing sales figures to prove increasing popularity, and ‘user’ testimonials or endorsements. It’s also important that you present these facts – the test results and the sales view and not that of the manufacturer. Before you end this portion of your ad and get into your demand for action, summarize everything you’ve presented thus far.
Draw a mental picture for your potential buyer. Let him imagine owning the product. Induce him to visualize all of the benefits you have promised. Give him the keys to seeing himself richer, enjoying luxury, having time to do whatever he would like to do, and with all of his dreams fulfilled. This can be handled in one or two sentences, or spelled out in a paragraph or more, but it is the ingredient you absolutely must include prior to closing the sale.
Study all the sales presentations you have ever heard – look at every winning ad – this is the element included in all of them that actually makes the sale for you. Remember it, use it and don’t try to sell anything without it.

Pat Sutton is the founder of “The Image Attraction System” marketing your business by marketing “you”.