Part of the work of a brand is to demonstrate how it helps solve a problem for prospects or helps them take advantage of an opportunity. This is important work for a brand. And when done earnestly, good for the prospects as well.

It’s important not to diminish the value of this. But all too often, the work stops there. And too many brands miss the bigger opportunity to create a deep connection with those they hope to serve.

Needs vs. desires

People have needs. These are the things they have to take care of in life. Everyday things. People talk about these things with their friends and on the social channels. Brands can offer them a sense of relief by helping them take care of these things.

But there is something that people don’t talk about as much. People have a vision of their ideal selves. It is what they hope to become. It is their desire.

It is something they keep to themselves. But just because it goes unspoken, doesn’t mean it isn’t important. In fact, the desires attached to their ideal self are some of the most powerful motivators for those you hope to serve. Way more powerful than their needs.

Brands that understand that there is something more precious to their prospects have the opportunity to create a powerful connection with those they hope to serve.

Helping with their desires

Getting to that magic spot of serving their desires requires that you do an excellent job of meeting their needs first. There has to be no question that you can help them on that level.

Once you have established that, you can start talking to them about what they could accomplish. What they could become. Your brand can create a sense of hopefulness for them. That is something that every prospect appreciates. Among the trials and tribulations of everyday life, you can be that voice that lifts them up. That helps them believe that there is something worth working towards.

That is exponentially more powerful than talking to them about how your features can make their life a little easier or save them a little money.

A source of hopefulness

The quickest way to speak the language of hopefulness is through your purpose or Big Audacious Meaning (BAM). It is the difference you can make in a life, a community, or even the world. Identify where your purpose and their idealized self intersect. Then start talking to them about how your purpose supports who they want to become. Or about the hopes that you share.

When you do this, you create a strong connection with those you hope to serve. Because you are no longer just a vendor to them. You are a partner in pursuing something that has great meaning to them. 

You become the bearer of hopefulness.