I’m going to give you an interesting demonstration in today’s post.

See, in marketing there’s this sneaky little idea.

It goes like this:

If you absolutely must have your content, copy, newsletter, etc. read … talk about sex.

Bonus points if you can place it in the headline.

Now, does this actually work?

I don’t know. This is the first time I’ve ever tried it.

But if you’re reading, chances are it did.

Many a great copywriter has discussed the idea of using “sex” in your copy.

I think I first heard it from Ben Settle in one of his books.

Anyway, the idea got me thinking. The tactic of talking about sex makes complete sense.

Generally, most people are curious about it.

It’s a core human desire most of us can relate to.

But there’s one problem.

I think actually using the word sex in just “any” piece of copy could be quite impractical.

So what if you could use this idea without ever mentioning the word itself?

I think it’s possible.

Because it’s not necessarily the word itself that’s driving the response in the copy.

In fact, I’d argue that this idea aligns very closely with Gene Schwartz’s idea of “mass desire.”

In his book, Breakthrough Advertising, Gene talks about mass desire like this:

“Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product.”

Sex is an “already existing” desire.

In the same way that people have a desire to lose weight, make more money, have better relationships with their spouses, and — of course — become better copywriters.

The headline of this post works in two ways.

I would argue that the “sex” component of it actually triggers curiosity (not desire).

It’s the “most important word in copywriting” part that actually aligns with the existing desire of you — my audience — to be better copywriters.

I didn’t create that desire. It was always there.

All I did was channel it into this post and share this demonstration with you.

If you feel like this is all a little meta, you’re not wrong. So I want to leave you with something actionable.

Right now, I offer (up to) 20-minute record video critiques for clients and students for $250.

I know, I know. That’s a lotta moolah.

But I have a special deal right now where you can “steal” this critique right from the top of my shiny, bald head.

Just take this link out for dinner and dancing (a.k.a. … sign up for my daily emails) and we can get to talkin’: www.stealthiscopy.com

I’ll send you the deal in my first reply after the double opt-in.

David Patrick