Ever had someone tell you that to *really* deeply connect, compel and CONVERT your customers, you need to create content around their pain points?

If you’re a small biz owner, chances are you’ve heard this 7,447,398 times. 😂

…And if you’re just starting out in biz, you can look forward to hearing this that many times in the future, too. 😉

And here’s the thing – THEY ARE NOT WRONG. Understanding what your audience struggles with, and how you help solve that struggle, is a *key* to getting seen, loved and selling.

It is how you can show someone the benefit you bring to their life – which is what makes them see that they need your product or service ASAP.

BUT… {here’s the part that may change your content forever}…

Pain points are not the ONLY driver that you have to show people why you are the one for them.

You should be talking about their ASPIRATIONS and DESIRES, too!

You see, in all marketing, there are different types of emotional drivers. While some brands have really distinct pain points that are easy to identify…

… other brands {those that are ‘discretionary’, ‘non-essential’ or ‘luxury’ type brands} often find they are not necessarily fulfilling a pain point or an obvious necessity but primarily helping someone achieve an aspiration. 🙌💛

And those brands? Are the ones that are often finding it painful to try and find pain points that just might not exist.

In fact, a recent study shows that 37% of consumers are what we call ‘aspirational’ consumers. They are:

• Looking for more in life
• Want to portray themselves in a certain way to society
• Want to achieve more and learn more
• Want a way to reflect who they are through products or experiences
• Want to feel elated or more fulfilled
• And the list goes on!

So, if you have found yourself scratching your head {or pulling your hair out} feeling like you don’t solve any pain points, and therefore have no benefits, I am here today to help you discover how to use aspirations and desires to show your customers *exactly* how you fit into their life.

USING ASPIRATIONS TO SHOW CUSTOMERS WHY YOU ARE THE ONE FOR THEM

Finding your customer’s aspirations is not hard to do. Quite simply, it all comes down to the one question:

⚡️ What do your customers imagine for themselves in their life? What do they daydream about doing, feeling, or experiencing? ⚡️

• Do they want to present a certain way?
• Feel a certain way?
• Look a certain way?
• Do they have cravings for something?
• Do they dream of having a certain experience?
• Making a certain transformation?
• Reach a certain goal?
• Achieve something new?
• Feeling part of something?
• Feeling a sense of pride?
• Feeling a sense of connection?

Here is an example! Maybe you sell handmade perfumes. But no matter how hard you try, you can’t find a pain point to connect with. You don’t really feel like you solve a ‘problem’ as such.

And that’s ok!!

Instead, it’s time to tune into your customer’s aspirations. Maybe they want to:

• Feel confident in their own skin
• Feel sexy, alluring, attractive, seductive
• Have their own uniqueness about them
• Not fall into the ‘mass market’ ‘in-vogue’ trends
• Be individual with little chance someone else will be wearing their scent
• Crave compliments from their significant other
• Love the idea of being educated around perfume and scents to increase their knowledge

And the list seriously goes on!

By understanding these aspirations or desires, you can then use these in your brand messages, AND use them to guide your content.

Here are some content examples that might show this customer your brand aligns with their desires!

• Share quotes from powerful, strong women with similar personas to that which your IC {ideal customer} admires
• Educate your audience on the seductive or appealing allure of certain smells
• Promote the exclusivity or scarcity of your perfume, meaning they will have a unique signature scent
• Share stories about your small business to create connection and show you are not a ‘mass’ provider
• Using storytelling to paint the picture of the feelings someone has when wearing your perfume {“imagine walking into a room feeling/knowing…}
• Share points of education that are both interesting and can elevate your IC’s desire for knowledge

PSSSST DON’T FORGET THOUGH…

Just because your product doesn’t solve a pain point {but rather, helps someone get closer to their aspirations} doesn’t mean that they don’t have some struggles your brand can help them overcome!

• Maybe your ideal customer is on a tight budget – can you help them fulfill these needs within their price range? ­
• Maybe they are worried about shipping – can you share content about your packing and shipping to reassure them of the safe arrival of their goods?
• Maybe they feel buying from someone new is a risk – can you share social proof of how amazing your brand is, and the experiences other people have had?

At the end of the day – the ‘secret’ to showing someone that YOU are the one for THEM is really about understanding what is in their heads and hearts {be that pain points or aspirations and desires} and showing them how your offer, service or product can help them achieve what they are looking for.