“The only way to advertise is by not focusing on the product.”
— Calvin Klein
Isn’t this the truth… and it’s one of those things you just don’t get it until you finally get it.
If you haven’t gotten it yet, I’ll try to help:
I can’t think of any thing off the top of my head that anyone actually wants. Even the items sold as “collectible” are not purchased so that the buyer can simply have it. They don’t want the thing itself, they want the feeling that comes with the purchase.
You didn’t buy your car so you could fill that empty space in your garage, you bought it so you could get to where you need to go in a reasonable amount of time.
Why am I telling you this?
Because nobody — and I mean nobody — wakes up in the morning and says, “you know what I need in my life? A Thought Leader!” They also don’t say that they need to buy some information.
People buy something or follow a leader because they seek a transformation that leads to happiness. That’s the “why” and it’s really the only one that matters.
(The “how” can be a little more complicated, but stick with me.)
My point is, once you know the “why” of your audience, that’s what you should focus on. Cultivate trust by demonstrating you know exactly where they are, and then promise the end result of the transformation you can deliver.