Last week I talked about Vision. Vision creates or enhances desire, and without desire, nothing gets bought.
Whilst the first step in building desire is through vision, the next step is through enhancement of that vision.
There’s a colour in the UK called British Racing Green. It was created in 1903 to delineate British cars from other nationalities (as were the rules back then).
Pretty much every British racing car manufacturer used it, and it became synonymous with success: Bentley, Aston Martin, Cooper, Lotus, BRM (and of course Jaguar, and in particular the S Type I mentioned last week).
As a kid I played a lot of Scalextric, so although I had forgotten about all the fun I had with it, once I saw a green S Type Jag, the thrill came flooding back and my desire to own that car went through the roof.
If I were to put together an ad for such a car today, all the above would race through my mind once again.
Think about desire and its nuances (emotional, physical, spiritual). Train your brain to spot them as a matter of everyday life. It will do wonders for your copy and creativity.