“One of the purposes of life, and selfishly what makes people happy, is building things that are impactful.” – Dustin Moskovitz, Born May 22, 1984.
I disagree with Dustin here, but only slightly, and I'll forgive him because his audience are going to be “achievers”.
People don't typically want to build anything. Not most people.
But it's 100% true that people have a deep need to FEEL impactful, even if they don't build anything. Even completely useless people will say things like “having children gave me purpose” and it's because being a parent is a guaranteed impactful role, even if you fuck it up or don't even stick around.
People want to matter to someone.
They want to influence someone.
They want to be remembered by someone.
They want to be recognized by someone for something.
And so much of consumer culture is sold on this very premise. Eat this, wear this, watch this, read this, smell like this, listen to this, drive this, be this, support this, vote for this, etc. Why? Because if you do, you will MATTER.
So take a look at whatever it is you're selling and figure out how it will make your buyer MATTER. How will it enable them to make an IMPACT on people they want recognition from?
Even if you sell mops, who is going to be impacted by the purchaser of that mop? Will it make the family appreciate mom? You've seen commercials for mops that portray exactly this.
Simple, right? Try it.
<!—- lagniappe Let’s break this down into a simpler process so you can put it to work. The goal: use a prospect’s innate desire to have an impact on a specific other person to sell them stuff... 1. What do you sell? It’s gonna be a solution to a problem, and that’s where we start. 2. Who buys it? What kind of person has this problem? Is it an embarrassing problem? How does it make a sufferer appear weak or undesirable? 3. Who is that buyer hoping to impress? This will depend on the nature of the problem/solution. But when the problem is solved by your solution, who is the first person the prospect would want to notice? What kind of reaction do they want? What scale of intensity? 4. How does your product help them do that? In what way does the customer become the object of respect, desire, appreciation, envy, whatever? Give them the full fantasy of the turnabout. Show and tell it. The meal that makes the kids cheer for mom. The cologne that makes the hot women paw at you. The workout routine that lets the former wimp kick sand back in the faces of his old bullies. So on and on... —->