The professional woman doesn’t buy an online course about starting her own business because she wants to work from home. It’s because she’s desperate to leave her soul-slaying cubicle job.
The hustling entrepreneur doesn’t hire a virtual assistant because she wants her Asana or Trello to be more organised. It’s because she’s burning herself out trying to get through her daily monster of a to-do list on her own.
The single mum with two kids doesn’t get her laundry and ironing done by someone else because she wants to have the perfect outfit ready to go at a moment’s notice. It’s because she’s sick of seeing clothes pile up around her house.
People don’t buy their way in to a situation, they buy a solution out.
It’s only once you’ve understood what your reader is trying to escape from that you can entice them with tales of where they’re going.
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