Every intense desire is perhaps a desire to be different from what we are. - Eric Hoffer The worst word for a copywriter who needs to get results is the word "should." Not that you shouldn't use it in your copy. Sometimes it's very effective. What I mean is, don't use it in your thinking. Like this: People should want this product. Prospects should respond this way. The market should see the incredible value we have to offer. Forgetaboudit. What you should think instead is... ... "This is what people really do." Styles and fashions come and go. Trends emerge and subside. Markets ebb and flow. But human behavior doesn't change much, despite the way it looks on the surface. People in the 21st century respond to the same motivators that they did during the U.S. Civil War. As they did during the time of Shakespeare. And it wasn't that different before the birth of Christ. First, and most importantly, people will act to prevent things they fear from happening... if they believe what they fear is just around the corner. And secondly, people will move mountains to get what they really want... if they believe that what they want is within the realm of possibility, for them. What people won't do, in large numbers, is pay money for a new concept. Even though, I'm sure you could make the argument, they should. Your new concept needs first to be turned into something tangible, in the mind of the prospect. And then, you need to link up that tangible something into something they want???or, something they want to avoid. There??s a good example of all this in the original blog post: http://bit.ly/29xCWqN Yours, David