How to promote a service that seems too frivolous to take seriously

Understand the buyer’s real problem by finding their backstory.

Photo by Atikh Bana on Unsplash.

“Find someone who’s got a problem.”
“Begin with the question, ‘Are you struggling to…”
“Promise clients a transformation.”

That’s really good advice. I say the same thing when I’m working with clients and writng copy. People don’t pay you for help if everything’s going well.

But what if the client’s challenges seems a little … frivolous? Maybe the overused phrase “first-world problem” comes to mind. How do you create urgency when your service seems decidedly non-essential?

In some services, it’s not easy to recognize desperate buyers with genuine needs that affect their lives on several levels.

Some years ago, Sandra wanted to promote her new business as a private shopper to executive women. At first, she was afraid her service would be considered a luxury in a tough economy.

But when Sandra studied her market, she realized some buyers were truly desperate.

One client had held a high-powered job for ten years. Now downsized, she needed a new wardrobe for job interviews. She had no idea where to shop and she was daunted by the high price tags on business casual…