Your ideal customer is looking for an “after” state and a specific intention they want to fulfill
Here’s the truth…
No out-of-shape, overweight person suddenly wakes up one morning and says…
“I really want to buy a treadmill. That’s what I want to do.”
They might actually wake up and say…
“I have to get in shape. I need to lose some weight. After all, I’ve got to be able to fit into my suit again, because I have a 25th high school reunion coming up in a couple of months and I want to look good!”
Treadmill companies are not marketing treadmills!
They’re marketing transformation.
They know no one wants to buy a treadmill.
Their customers want the “after” state that comes from using the treadmill over time.
After all, when you look at treadmill commercials (or any other exercise equipment commercials, for that matter), they always feature people who are in amazing shape using the equipment.
The actors or models in those commercials are super fit.
The guys have six-pack abs and great muscles, and the women are sleek and flexible.
They represent the transformation they’re trying to sell.
Their ideal customers WANT to look like those models or actors.
They want that after state.