Technique: Don't start with your product, start with a need or a want
Hunt for revelations about what your audience needs, but communicate what they want in a way that resonates. It’s much more lucrative.
Sun cream is a product.
Avoiding skin cancer, that’s a need.
Looking effortlessly sexy and tanned during your summer vacation in Jamaica...that’s a want.
Collagen powder is a product.
Essential amino acids that keep your skin hydrated and glowing is a need.
Pampering yourself because you want to feel more confident, sexy and beautiful than Jennifer from Accounting...that’s a want.
Chicken burger is a product.
Animal protein is a need.
Something easy and quick enough to serve as a weeknight family meal...that’s a want.
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1. Agitate the problem ⇝ “After a long day at the office”
2. Soothe their pain ⇝ “it helps to go off by yourself and scream.”
911 Turbo Porshe print ad from 1989. “After a long day at the office, it helps to go off by yourself and scream.”
