What your customer really wants will almost certainly go deeper than your product or service. What they really want is the feeling they will get when they achieve the result that your product or service is designed to help them accomplish.
Do people really want a new, cutting-edge sound system for themselves or is it more about the feeling they get when their friends say “Wow – your sound system is awesome!”?
Are people who have solar panels fitted to their house passionate about saving the planet? They probably are. But many admit they are motivated by the feeling they get when their neighbours see they are doing something to help to save the planet.
Tapping into how your customer wants to feel, when they achieve the result you can help them get, helps you to tell a much more compelling story.