Peter Vander WallFounder driving creative community growth

Your Service isn't Their Dream

Name: Your Service isn't Their Dream
Uploaded: 2025-09-11T17:01:33+00:00
Duration: 1 s
Channel: Peter Vander Wall
Description: Short conversational segment from a YouTube video arguing that most of a market is unaware of a service or even the underlying problem. The speakers…

11 Sept 2025 · 0 min

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Short conversational segment from a YouTube video arguing that most of a market is unaware of a service or even the underlying problem. The speakers recommend marketers stop selling the service itself and instead frame the service as the path to the customer's larger desire (e.g., buying a building) by highlighting tangible outcomes (e.g., saving $100,000 in taxes).

People don't care what you do.
And the big problem with that is the majority of your market is actually not aware that your service is a thing that they need. The majority of your market is either problem aware or not even aware they have the problem at all.
But if you can pitch and say like, hey, are you looking to buy a new building? You don't have to increase Your revenue by 15% this year in order to do it. All you have to do is save $100,000 on taxes. I'm going to show you how to get there. So now what you do becomes the path to them getting what they want, not the actual desire that they have. Right? They don't want a tax strategy. They don't want to think about that. What they actually have is this bigger desire, bigger vision over here that you need to be speaking to and then positioning what you do as the path to get that.