Create a deeper connection to your buyer’s desire.

The video context:

This video is from the instagram account Jenny.For.YourThoughts and she does a brilliant breakdown of accomplishing a goal in this clever sereies, Day 4 of living smarter not harder.

Why I love this so much:

The hook and concept of this video is brilliant. I love the deeper connection of saying “you’re not lazy, your just efficient and your home isn’t keeping up.” I also love the visualizations of the desired paths.

My biggest takeaway and how you can incorporate this into your content:

Think of something negative that your dream buyer tells themself that isn’t true and present the “alternative.”

In this case, this person who has a messy home might think to themselves that their messy house means that they’re lazy. But presenting the problem from a different angle, "you’re efficient but your home isn’t keeping up” is a really clever hook to draw in viewers to her way of thinking.