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An offer in an ad that´s interesting to your prospects will lead to desire if it´s carefully written. A product that´s of no interest or value to your prospect won´t create any desire and few if any sales. People generally purchase what they DESIRE, not necessarily what they need. So creating INTEREST and DESIRE are inseparable. In the categories "Benefits & Features" and "Your Offer," we´ll look at ways to create cause prospects to have an DESIRE in your offer.