[Lesson 2] Pain + Pleasure points of your Dream Clients
We’ve just covered the first element of your best-selling offerings formula: you + your super powers. And now it’s time to put together the second element with the help of the last module.
You’ll use your dream client skeleton to determine your dream client’s pain + pleasure points; the needs+ wants they have that you want to satisfy for them.
The wants are your dream client’s desires, and they’re determined by their goals + hopes + values. And the needs are your dream client’s struggles, and they’re mostly defined by their beliefs + fears + hurdles.
People is moved by emotions, they’re taken to action either by fear or passion, and they buy according to what they need + want emotionally. That’s why you need to focus on what gives them pain, and what gives them pleasure: their pain and pleasure points determine what they’re willing to buy and when.
How do you use your dream client’s needs + wants into the formula?
1 | List all the Pain + Pleasure points of your dream clients.
From your research of the last module, brainstorm and list all the pain + pleasure points of your dream clients based on the dream client skeleton.
Remember, this info must be real data from the real world. It’s really not enough to guess here because what could seem logical for us may not be what our dreamies actually want. So, maybe you don’t have a lot of info right now, and it’s okay as long as you keep building your dream client skeleton. If you have a little bit of info, then go with it. And if you have had a couple of clients, figure out their pain + pleasure points from your interactions with them – be very aware.
For example, Regina is a small business owner, she’s creating an eco-friendly clothing line from scratch, and these are her pain + pleasure points (or needs + wants).
Wants:
- She wants to establish her brand as one of the top-ten eco-friendly clothing lines within her niche.
- She wants to build a team (and work with a designer) who understands her vision + her brand. More than employees she wants to nurture a friendly work environment because she believes that happy team workers equal a happy + successful business.
- Although she’s aware of her limited budget, she’s not willing to sacrifice the quality of her products or the payment of her team. She values the people who work with her and buy from her.
Needs:
- A designer who works with quality, delivering unique designs, and who values her clients + projects. She doesn’t need the cheaper designer because she knows how this decision will affect her main goal of establishing her brand as one of the top-ten in her niche.
- She needs someone who understand her niche, someone who has experience creating for her dream clients, and who can help her achieve her main goal.
- She needs to start with small runs so she can pay her team, and deliver a high-quality product.
Another example is Emma, she’s a photographer, loves art, and she’s such a sentimental. She loves capturing + preserving the most wonderful memories (hey, she’s a photographer!). And she has the most beautiful picture of her parents’ wedding. She has thought about making this picture bigger + better, but she wants it to be artistic too, so she has also thought about replicating the pic as a painting, and even tattoo it on herself (but needles scare her to death).
Wants:
- She wants to preserve a beautiful moment in her life and in her parents’ life; the beginning of everything.
- She wants to have it in her home as a reminder of her own beginnings.
- She wants art involved in the whole thing.
Needs:
- She needs an artist that values memories + love as much as her. Someone who will care about all the little details, and who’s style she LOVES.
2 | Compare this list with the filtered list you got from the last lesson.
On the last lesson, you determined your super power(s), and you got a list of ways you can start using it. And now you have to cross off the needs + wants of your dream clients that don’t align with your super power.
Be ruthless, if what you do best is not what your dream clients want + need, just ditch it. And don’t fret because there will still be ways to help your dream people.
Focus on your super power + what you do best, and everything will fall into place.
For example, I could help Regina to come up with her collection from A to Z, from concept to final product. But my super powers don’t include pattern making + sewing; I know how to do that, but that’s not what I do best (or like more), so I keep my offerings aligned to my super powers + what I do best + what I want to do. Then, I could offer her these options:
- Design her collections + deliver final line sheets
- Design her collections + line sheets + tech packs
- Design her collections + line sheets + tech packs + oversee production (in case I wanted to travel and take care of that too.)
3 | How would you satisfy those needs + wants.
Brainstorm ways of how you would meet the needs + wants of your dream clients. Are they similar to the ways you listed on how to use your super powers? Are they different? How? Are they more exciting + complete + meaningful?
Push and go a little beyond the limits + the conventional with this step because you can find answers you weren’t aware of before.
With the same example for Regina, I could also include textile pattern design because it’s something I LOVE, and sourcing materials because I care about developing my designs as I envision them.
Brainstorm as many ideas as you can, and even if they seem crazy jot them down.
Now it’s your turn!
- Follow this lesson along with your worksheets from the past module and with this module’s workbook.
- Come up with your final list of ways to satisfy your clients’ needs + wants, and keep it handy because in the next lessons you’ll filter your list again to come up with your best-selling offerings.
- Then head to the community, and share your dream client’s pain + pleasure points, plus all your questions + doubts.
