THE BEST ADS DON'T CREATE DESIRE, THEY BORROW IT

Summary from the TLDR Marketing newsletter

The best copy doesn't create desire. It taps into wants customers already have, then connects the product to those deeper motivations. Identify the emotional driver behind the purchase, name the obstacle standing in the way, and show the customer what success looks like through a vivid, specific scenario. Rather than simply stating a benefit, make readers experience it before they buy.