Strategy: Building a desire-based marketing strategy

When it comes to crafting a strategy for marketing, most of us lean into the pain points, the problems, the sticking points our customers and clients feel. But what would it look like if you could tap into their desires? While pain points remind our audience of where they are and what they don’t like about it, desire-based marketing gets them moving to buy. It paints a picture that they want to see themselves in and better yet… want to do what it takes to make that picture a reality for them.

This month we’re working through a digital tool to help you craft content that reaches your audience at their deepest desire. Below you’ll find two options for the workbook: An Excel version or a Google Doc/Drive version. They are the same, just formatted for whatever version you may want.

Below is the recorded tutorial on how to complete the workbook. This goes line-by-line on how best to use the tool for your marketing strategy.

Below is the replay of the coaching call. Most of this call is going through the workbook, but there are some additional points we talk through.