The vast majority of people do not want to eat healthy and exercise—including the people who actually do it. But. . . these same people do want a healthier body, so they do it. They might want to be leaner or stronger, but most people don't wake up dreaming about a low calorie breakfast or a high intensity workout routine.
Sell people what they want, give them what they need. This business adage has been around for a long time, and it rings true online just as well as offline, in marketing. People want a healthier body, they need diet and exercise.
Very rarely does someone want what they actually need, instead they want the outcome or a better version of themselves. They may be on board conceptually, but when it comes to saying no to ice cream and saying yes to pain, sweat, and exhaustion. . . the excitement dies off.
What Do Your Real People Want?
Whatever you're teaching, there is a good chance what people want and what people need are different. One is the means to achieving the other (the end). It is easy to get hung up by this, because you know what your customer needs, right? After all, you're passionate enough about your field of focus to build a business around it, so you've had your share of lessons along the way.
Even though you know what people need, you need to remember not to focus on the process, but instead remind people of the outcome they want. Does your target customer want to be healthier, happier, wealthier, or more influential? How can you help?
Is Your Tagline Selling a Want or a Need?
The most common place creators make this mistake is in their tagline, the short collection of words people see on your homepage and perhaps in your header image, elsewhere online. Your tagline is a promise to people who land on your website, that offers people what they want (a better version of their life).
Good taglines make promises along the lines of "Get Rock Hard Abs" for your target audience. Bad taglines describe the process, such as "Helping You Exercise Often" even if they are telling the truth. So, what are you selling that real people want?