They don’t want that

Here’s the exercise I use in my self-editing that helps me find the deepest benefits, and trim away the fluff that doesn’t carry weight.

“They don’t want the thing you’re selling. They want the feeling that comes with having the thing.”

This works regardless of the service or product. If you can needle out the what your customer is truly after, connection and persuasion follow naturally.

Example: a new mom doesn’t want to buy an expensive baby conditioner because it’s expensive and has a no-tear formula.

She wants it because being a new mom is hard, and life becomes a little easier if she sticks with a conditioner the hairdresser approves of.

In fact, if the hairdresser who does her baby’s first haircut compliments her baby’s hair, she’s gets reassurance that she picked the right product, and she gains a new level of respect and status by being a mother who keeps her child well-kept.

New moms don’t want the expensive conditioner. They want the reassurance, status, and respect that comes with using it.