Who are your best prospects and which are their deepest desires?
According to Steve Blank, your best customers will have some or all of these characteristics:
- They have a problem
- They are aware of having this problem
- They have been actively searching for a solution
- They may have already hacked together a solution
- They have or can acquire the funds to buy your solution
Ideally, these are the first customers you want to offer your product to. They will take the least amount of selling and will be the first to tell others of your product. Find these people and their deepest desires, and you have tapped into a goldmine.
The next question is how to find their deepest desires?
Well…
With dimensionalized benefit
You may ask
How can I do that?
I will explain this to you with an example starting from the beginning of the process.
I found this app on google search
Become the designer of your life | improvee.io
I don’t use it so I can’t recommend it to you and I will only write an article about it.
The product is an app to help you build new habits and achieve your goals.
So, what is in the app?
It starts…
I wish to
Know more about myself
Manage time and tasks
Be motivated and productive.
Pursue dreams and goals
Improve work-life balance
Build lasting habits
Reduce stress and anxiety
Reduce procrastination
All of these are features of the app. You can promote all these features in one campaign or create separate campaigns for every feature.
For this training, we will analyze: Reduce stress and anxiety.
So the feature is: Reduce stress and anxiety.
The main benefits they want to achieve if they have a goal to reduce stress and anxiety by doing daily tasks and establishing a routine can be
- maintain a healthy quality of life
- establish peace and harmony
- personal happiness and fulfillment
You can choose one which is the best according to your target audience.
We can choose personal happiness and fulfillment and start with
“The new app helps you reduce your stress and anxiety and achieve personal happiness and fulfillment.”
But do they, deep in themself, care about “how to reduce their stress and anxiety and achieve personal happiness and fulfillment.”?
Most of your customers don’t care.
And because of that, they’re just going to ignore your message immediately.
Why?
Because…
It doesn’t reach them emotionally enough.
That is why we need to go deeper and dimensionalize the benefit.
How?
By asking the question
So what?
And add emotions to the core benefit.
Now our benefit could be
“The new app helps you reduce your stress and anxiety and achieve personal happiness and fulfillment…
so you can wake up energized and motivated every day.”
Sounds better
But is their biggest desire to wake up energized and motivated every day?
Of course not
Do your customers dream about this during the night?
Do they wake up at 2 am in a panic because they do not wake up energized and motivated every day?
Well…
They have bigger ambitions than waking up energized and motivated every day.
so you can ask again
So what?
And now, you will add more emotions to the statement.
“The new app helps you reduce your stress and anxiety and achieve personal happiness and fulfillment…
So you can wake up energized and motivated every day…
And you can do all your daily tasks with confidence…”
You must agree that this is more compelling than the initial benefit and has more impact on your customers.
But your goal is to find the burning desire your target audience has. Your goal is to answer all, So what questions.
Always ask yourself if your customers have more
So what questions
If we ask again, the statement could be
“The new app helps you reduce your stress and anxiety and achieve personal happiness and fulfillment…
So you can wake up energized and motivated every day…
And you can do your daily tasks with confidence…
Finally, you will become the parent, spouse, and friend everyone wants to have.”
This is a powerful statement.
This is why your prospects worry every day.
This is why they wake up at 2 am thinking about what to do to improve their life.
They don’t care about personal happiness and fulfillment.
They don’t care enough about doing their daily tasks with confidence.
But they care about being a better parent, spouse, and friend everyone wants to have.
This is the more profound, core emotion of your prospect.
This is the transformation they want to achieve.
And this is the feeling they want to achieve with your product.
They’ll no longer ask, “So what?”…
Because you went deep enough to satisfy their painest, deepest desires…
And that’s what they want to achieve.
So when you present your product in this way, you will get more engagements and sales, because you answered all so what questions.