Most of the time, we focus on the external problem of our audience.

– They want to make more money
– They want to lose weight
– They want more YouTube subscribers

In the process, we forget that the person who wants to make money is worried about his in-laws judging him and wondering if their daughter made a wrong choice.

The person trying to lose weight is concerned about the photos that will be clicked at his wedding in 2 months.

And the person looking to get more YouTube subscribers has attached his self-worth to the number of subscribers.

The external problems are important, and so are the internal ones. Once we know both, our copy and content can speak to them and inspire them to take action.