“Find someone who’s got a problem.”
“Begin with the question, ‘Are you struggling to…”
“Promise clients a transformation.”
That’s really good advice. I say the same thing when I’m working with clients and writng copy. People don’t pay you for help if everything’s going well.
But what if the client’s challenges seems a little … frivolous? Maybe the overused phrase “first-world problem” comes to mind. How do you create urgency when your service seems decidedly non-essential?
In some services, it’s not easy to recognize desperate buyers with genuine needs that affect their lives on several levels.
Some years ago, Sandra wanted to promote her new business as a private shopper to executive women. At first, she was afraid her service would be considered a luxury in a tough economy.
But when Sandra studied her market, she realized some buyers were truly desperate.
One client had held a high-powered job for ten years. Now downsized, she needed a new wardrobe for job interviews. She had no idea where to shop and she was daunted by the high price tags on business casual clothes.
Another potential client needed a special outfit for a talk she was asked to give at the last minute. Still another needed to look great for the wedding of a son who was marrying into a wealthy family.
Other seemingly frivolous services can fill a psychological need. Tilda treated herself to weekly manicures, even when she was struggling financially. Her shiny, perfect nails gave her a sense of confidence that helped her take risks that would lead to financial success.
Desperate buyers don’t always need money. They are rarely physically ill. Sometimes their problems that seem mundane till you listen to their backstory. Understanding what they’ve tried and why they feel they can’t solve these challenges alone will help you create content that reaches them in a meaningful way and design programs and products to give them help they genuinely need.
Learn more about your client’s backstory – free report at http://CathyGoodwin.com/baggage
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