Your buyer's problems

Your buyer's problems come in 2 flavors.

Vanilla (Logical)

Logical problems include high customer acquisition costs, missed revenue, churn, bad reviews, etc.

Chocolate (Emotional)

Emotional problems can include feelings of insecurity, imposter syndrome, shame, and anxiety.

In marketing, knowing one without the other is tying one hand behind your back.

Because your buyers use both flavors to make a decision.

(like deciding to have a yummy ice cream on a hot summer's day)

P.S. Want to guess which one is more persuasive to tap into? Yep, emotional.