Sell Like Crazy

4. What are their hopes, dreams, and desires?
Knowing your dream buyer’s hopes, dreams and desires helps you paint a
vivid picture of what life could be like after using your products and
services. Think of it as selling the dream and painting a picture of the
Promised Land.
When your products or services help your dream buyer attain their hopes,
dreams, and desires, it becomes much easier to write copy for your landing
pages, website, ads, and other assets you leverage to sell more goods and
services.
Here are a few examples of copy written to speak to a dream buyer’s
desires:

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CUSTOMER DESIRE COPY
COPY SPEAKING TO
 
THEIR DESIRES
‘I want to lose 10kgs before my
wedding day’
‘Our exercise program is specifically
designed to help you get shredded FAST
and drop 10kgs-15kgs in 60 days
guaranteed!’
‘I want to have my 
 
website ranked higher on
Google’
‘Guaranteed Google rankings in 90 days or
we work for free!’
‘I’m worried someone will
break into my house and steal
all my possessions that I’ve
worked so hard to get’
‘Our 24/7 security service makes your
home almost impenetrable by crooks,
thieves and robbers. Keeping your
belongings and family safe’
5. What are their biggest fears?
What are your dream buyer’s deepest fears? What keeps them up at night,
tossing and turning, unable to sleep? What do they worry about in their
mind but never tell anyone? Fully understanding your market’s deepest and
most primal fears is an often overlooked component to crafting a customer
avatar. However, in my opinion, it’s equally as important, if not more, than
understanding their hopes, dreams, and desires. Why? People are motivated
more by pain than they are by pleasure. They are more motivated by fear of
loss than they are by the desire to gain something. Therefore, calling out
their fears in your copy and ads is an incredibly important element to get
your dream buyer to take action and motivate them to move away from
what they fear most.
A good example of fear used to motivate people into taking action is the
approach used by insurance companies. They call out their prospects’

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deepest fears more than they do the benefits of getting covered.
Example:
‘Life insurance can help ease your worries that your loved ones will be
taken care of and may not have to deal with the financial strain that could
arise from you no longer being around, or the financial hardship that can
impact your kids through their surviving parent. If you have a partner,
would he or she be able to take care of the kids without your help? Prevent
your partner’s financial hardship affecting your kids’ welfare and future’.