How to Easily Create Demand with a Problem Solving Message
Sep 30, 2024How to Create a Demand Narrative: Connecting with Your Audience by Solving Their Problems
Creating a demand narrative can set you apart in today's competitive world. This simple yet effective framework helps you connect with your audience on a deeper level, showing them that you understand their struggles and offering them a solution they truly need. James Marland, in a recent podcast episode, outlines a five-step process for building demand without being salesy or manipulative. Instead, it focuses on serving people and providing solutions.
If you're a therapist or coach working with parents whose children struggle with anxiety at school, this framework will help you connect with them, build trust, and offer solutions to their pressing issues. Let’s explore how you can do this, step by step.
Step 1: Meet People Where They Are
The first step in creating a demand narrative is understanding your audience’s pain points. As James Marland says, “You describe the pain they’re experiencing or the object of their desire.” For parents of anxious children, this might mean acknowledging their frustration and helplessness.
For example, imagine a parent who is trying to manage their child’s anxiety about school. The child may be having trouble sleeping, crying every morning, or experiencing stomachaches before heading to class. This parent is likely feeling overwhelmed and unsure of how to support their child.
You, as a therapist, can start by validating their concerns. You could say, “I know how hard it is to watch your child struggle with anxiety every day. You’re doing everything you can, but it seems like nothing is working.” By acknowledging their reality, you are already building a connection and trust.
Step 2: Articulate Their Worldview
The second step is to articulate the worldview of your audience. What beliefs or stories are they telling themselves that are preventing them from solving the problem? According to Marland, “You give voice to their worldview before telling them there’s another way to look at things.”
In the case of the anxious child, the parent might believe, “There’s nothing I can do. My child will always be anxious, and school will always be a battle.” Or they might think, “If I can just fix this one issue, everything else will be fine.”
Your job here is to reflect this worldview back to them. You could say, “It’s easy to feel like this is just the way things will always be. You’ve probably tried everything—talking to teachers, encouraging your child, but nothing seems to make a lasting difference.”
Step 3: Share a Deeper Insight
Next, you offer a deeper insight that shifts their perspective. Marland emphasizes the importance of using “cognitive dissonance to introduce another belief.” The key is to help them see that the problem is solvable.
For instance, you could say, “What if the issue isn’t about fixing your child’s anxiety but about understanding its root cause and teaching them the tools to manage it? You don’t have to face this alone.” Here, you’re introducing a new belief: the anxiety can be managed, and there is support available to guide them through it.
Step 4: Explain the Solution
Now that you’ve opened their minds to the possibility of change, it’s time to explain the solution. Marland suggests, “You hint at your product, focusing on the underlying mechanisms that make it effective.” In other words, describe how your approach works without making a hard sell.
In this case, you could explain, “Through my course on managing childhood anxiety, we’ll walk step by step through techniques that help your child recognize their triggers and develop coping strategies that really work. We’ll also work on reducing your own stress and anxiety so you can support your child with confidence.” By offering a solution, you’re not just solving their problem; you’re positioning yourself as someone who can provide meaningful help.
Step 5: Provide the Next Step
Finally, you need to give your audience a clear next step. This should be simple and actionable. As Marland explains, “Tell them exactly what you want them to do next.” It could be as straightforward as scheduling a consultation, joining a free webinar, or watching a video.
For example, “If this resonates with you, I’d love to offer you a free guide that walks you through the first steps of managing school anxiety. Click the link below to get started, and let’s work together to bring peace back into your family’s life.”
By offering a small, manageable next step, you help the parent feel empowered. They now have a clear path forward that feels achievable.
Putting It All Together: A Demand Narrative in Action
Let’s say you’re a therapist who wants to reach parents of children with school anxiety. Here’s how you could structure your demand narrative:
- Meet Them Where They Are: “I know how heartbreaking it is to see your child struggle with anxiety every morning before school. You’ve tried comforting them, talking to their teacher, but nothing seems to work.”
- Articulate Their Worldview: “It’s easy to feel like this is just something your child will have to deal with forever, and it seems like there’s no way out of the cycle of worry.”
- Share a Deeper Insight: “But what if I told you that anxiety is something that can be managed? With the right support, your child can learn tools to navigate their worries, and you can feel confident in helping them through it.”
- Explain the Solution: “In my course, you’ll learn practical techniques to reduce school anxiety and build a healthier routine for your family. These are methods I’ve seen work time and time again.”
- Provide the Next Step: “Click here to download a free guide to help you get started, and let’s talk about how we can bring peace back to your mornings.”
By following this demand narrative, you’re able to connect with your ideal client, show empathy for their struggles, and offer a solution that feels natural and supportive. Remember, selling isn’t about being pushy—it’s about helping people solve their problems. And when you approach it from that perspective, as James Marland reminds us, “Selling is amazing because you're helping people, and that's what you really want to do.”
Resources for course creators
Effortless: The Counter-Intuitive Business Growth Formula for Coaches, Consultants, Authors, Speakers, and Experts
The Art of Offer Craft - I can’t find it as a stand-alone course. The company that made the course is Mirasee.
Online Course Creation Checklist: Here is a 10-item checklist to guide you through the process.
Course Creation Planning Worksheet Download
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