Marketing mastermind Eugene Schwartz introduces the concept of “mass desire” in the first chapter of the classic Breakthrough Advertising.
And this concept is often misunderstood.
See, a desire represents something deep-seated and psychological, much more than a simple want or need.
Desires are like matter itself…
They can’t be created or destroyed.
They’re essentially eternal, part and parcel of the human condition.
Furthermore, desires are driven by society, not advertisers.
Schwartz describes mass desire as…
“The public spread of a private want”.
COACH. TRAINER. HOME BUSINESS ENTREPRENEUR