This is a series on how to win over customers and influence their buying decisions.
Everyone including your ideal clients have two levels of desire. The surface desire is what is top of mind. The inner desire is what they really want.
For example in the fitness market, the surface desire of a prospect may be to lose weight or go to the gym.
Their inner desire may be to look good in their clothing, be admired by others or to have a six pack.
Example 2: An entrepreneur changed his product name from “How to have a happy home” to “How to get your husband to do what you want”. Which copy brought in more sales?
Share your own examples below.