There’s the thing you do for clients

the tangible

and then there’s the real thing you do for clients

the intangible

To get an ideal outcome

you must tie the thing you do

to the needs your clients desires the most

for example

your ideal clients may desire
• a sense of security or safety, that they’re doing the right thing
• a sense of connection and belonging?
• the sense of feeling important or worthy
• new and exciting change in their life
• to fulfill a mission or cause beyond themselves
• the need for external or internal growth

Once you know which axis your ideal clients lean on the most

you can then mirror their deepest needs

in your vocabulary, imagery, presentations, positioning and offering

and produce win win outcomes