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CHAPTER 5 MULTIPLYING YOUR BUSINESS PROFITS
For example, if you are selling weight loss pills, your target
would be made up of overweight individuals. Their
psychological needs will be as follows:
Greatest Problem, Greatest Greatest Desires
& Goals
Pain & Fears Frustration
• Being • Pain & lack of • Look attractive
unattractive time for exercise
• Lose weight fast
• Health • Pain of dieting and easily
problems
• Slimming • Gain Self-
• Low self- programs or confidence
confidence pills that don’t
work
• Slow results
If you are running an educational enrichment centre (like
AKLTG), your target market will be the parents of students.
Their psychological needs will be as follows:
Greatest Problem, Greatest Greatest Desires
& Goals
Pain & Fears Frustration
Children have: • Ineffective tutors Children
have/are:
• Low motivation • Results that
don’t last • Self motivated
• Poor grades in learning
• Low confidence • Able to score
top grades
• Fear of not
getting into a • Self-confidence
good school/
university
SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES 145
