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Luke from Portland wants to know how to discover the "core emotional needs" of a potential customer — and what to do once he has them.
The key is to work backwards. Take any product or service and keep asking what need it really meets at a deeper level. A bookkeeper doesn't just provide accounting — they provide relief. You're not anxious about your taxes when someone else is handling them. That's how a bookkeeper should market themselves: "You don't want to mess with this, but you know you need to do something — leave it to me."
Grocery store snacks work the same way. They're not labeled "Calories" in a generic package. They're comfort, nostalgia, health, indulgence — often two or three at once. The emotional need varies by product, but there's always one there if you look for it.
Once you've found the root-level emotional need your product meets, play it up. Go all-in crafting your copy and messaging around it. It can make a huge difference.
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