The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


What Is 'Desire'? (Marketing)

You need to produce a strong feeling of Desire in your customers for they to want what you have, and to be willing to purchase from you.

Provoking desire usually makes people uncomfortable because they fear that they are "manipulating" people, but in reality no one wants something that they don't already desire.

The key is discovering what people already want, and then presenting an offer that intersects with the preexisting desire.

Your job is not to convince people, but to help them convince themselves that your offering will help them get what they want.

People's wants start at the Core Human Drives. The more drivers you connect with, the more effective your offering will be.

Questions About 'Desire'


"BUT I REALLY WANT IT!!!"

Two-year-old children everywhere


From Chapter 2:

Marketing


https://personalmba.com/desire/



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The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


About Josh Kaufman

Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.

More about Josh Kaufman →