Eugene Schwartz Was Wrong!

Dear Friend,

Eugene Schwartz said you can NOT create want, that it is already out there in the marketplace.  All you can do, as a writer, is to marshall that want.

Gather it up and spin it all around as if it was a giant-sized whirlwind, and as you spin it faster and faster, its power and demand grows, like some kind of a big crazy uncontrollable Japanese monster on the loose, like Godzilla or Rodan.

I disagree with this -- sort of.

I think you CAN create "want", but you just can't create it spontaneously in your sales copy.

For example, many products that are now heavily in demand, were created by advances in technology.

The internet, for example.  Created by communications advances and computer connectivity.

CD's and DVD's were created by advances in technology.  Both of them are heavily in demand.

And as a side not, new media is NEVER created out of a demand for it.  New media (like the inernet, CD's, DVD's, and at one time, VHS tapes) always comes from advances in technology.

There is also an award-winning magazine out there called POZ, which contains very helpful information for people who have been diagnosed with AIDS, or who are HIV Positive.

Obviously, although the demand for this magazine may be high, clearly the demand for it was not always "out there".

Sometimes cultural shifts define a marketplace... sometimes technological shifts define a marketplace... and sometimes, smart marketers define a marketplace.

Take "Metrosexuals" for instance.

According to one dictionary I checked out, a Metrosexual is "an urban male with a strong aesthetic sense who spends a great deal of time and money on his appearance and lifestyle."

Think, "John Travolta" 35 pounds ago, before Scientology and Face Off, in Grease... or... Steve McQueen in Bullitt.

But no one would ever DARE call these guys Metrosexuals, right?  Back in the day, they just called guys like this "studs", or... perhaps even... "players".

The name "Metrosexual", comes from "urban", where the metrosexuals live, and... "sexual" from the stereotypical (homosexual) gay male tendency of being pre-occupied with the minute details of your looks, and your grooming, just doesn't seem fitting for Travolta or McQueen, now does it?

It seems more... Matthew McConaughey or something, no?

Yesterday, while I was in the gym on the doo-hickey that makes you feel like you're walking up and down stairs for 40 minutes, I saw a commercial on television where Nivea Skin Cream was marketing some kind of a product to men.  They actually had a guy on there, gently rubbing the cream back-and-forth underneath his eyes and around his forehead, the same way my wife does at night, before she goes to bed.

I found this very odd since I've never seen a man do this before, but obviously I am NOT in the know here.

And plus, let's face it:  This guy doing all that cream-rubbing, was a helluva lot more attractive than I am (but I've got a better personality), so who's the real dummy here?

And after I got to thinking about this for a while, I realized the sheer genius of all this.  

See, I think the marketers of all these skin-care products, saw that over time, a good percentage of product sales made to men and FOR men, were increasing, and so THEY were the ones who came up with this term, "Metrosexual".

And why would they do this?

The answer is simple:  One of the strongest emotional "buy-buttons" is "Belonging."  And this desire to belong to a group is HUGE.  It breeds a sense of contentment, superiority, and cutting-edge savvy, and if you're selling into the right marketplace (trendy young men), this translates into a fistful of dollars for you, cowboy.

I will be talking more about emotional "buy-buttons" in the future, to coincide with the release of "47 Ways To Push The Emotional Buy-Buttons Of Your Prospects."  I gave a sneak-preview of this product to the people who attended last weeks mastermind meeting, and it looks like it's going to be another winner.

Now I've got to go and check out whether or not it's still O.K. to just be using "shaving cream" nowadays.  I mean, is my masculinity in jeopardy or something? 

Will I soon be rubbing Anne's potions and goo all over me?

Who knows?  I've got a ton of writing to get done now, so I'll catch you later.

Now go sell something,

Craig Garber

P.S. I wanted to spill the beans about my 3 coaching program, and my Private Mentoring Program (which is limited to 5 people, and one slot has already been filled) this week, but you'll have to wait one more week to hear about it.  In the mean-time, you can check out everything I have to offer you right here: http://www.kingofcopy.com/products

Any comments?

Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!

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