They say that going through something important and emotionally significant with somebody bonds you. Like white water rafting with a stranger. Or sky-diving on a first date. Or meeting your mother-in-law. But can you use this theory to build a bond with your dream customers?

… That’s a big HELL YES from me!

But don’t worry, you don’t have to go jumping out of an airplane just to make an impact on your dream customers.

There’s an easier, more strategic (and less terrifying) way to create a bond with your awesome audience. And it all comes down to … understanding them.

Phew, see, told you it wouldn’t be scary!

You see, over the last few weeks I’ve given you the low-down on pulling together a vision for your dream client. I’ve shown you how to create your “why”, and I’ve even hooked you up with a free mini brand journal. ‘Cos I’m helpful like that … and I’m a big believer in helping every single lady that drops into my website take away something that helps her create her dream business.

Now it’s time to continue all of that awesome work and take it one step further by preparing to connect with your dream clients. By, as your clever self just read, understanding them.

And the way you do that is by figuring out their fears and desires.

Being able to identify your potential clients/customers’ fears and desires will allow you to showcase that you get them on a meaningful level, which creates an unbreakable emotional bond turning them from strangers to raving fans that will rep the shit out of your brand.

So lemme break it down.


Addressing your client/customer’s fears will help you break down any blocks they have around making the leap of faith and buying your product (or booking in).

Here are some examples of fears your potential client may have:

  • You’re too expensive
  • You won’t understand them
  • It might be complicated
  • You might not get it right
  • They might not get anything out of it
  • They won’t enjoy the experience

Addressing these fears by using tailored communication through social media/newsletters and website/blog content will allow you to put your customer’s minds at ease and increase your connection with them, while priming them to buy.

ACTIVITY: Write down at least three fears your potential clients may have about working with you. Then write down how you can address these fears within your business to remove their blocks to buying.


Meeting your potentials client’s desires will allow you to reel them in and connect with them on a more meaningful level, ‘cos you get what they want (and are serving it up to them on a silver platter). 

Here are some examples of desires your potential client may have:

  • Feel happy
  • Feel supported
  • To be healthy
  • To be understood
  • To save time
  • To make more money

Honing in on your customer’s desires will mean you can market your business more emotionally and effectively, by delivering the content and information your clients want to see. By meeting their desires, you’ll create an environment where they’ll want to buy your product again and again.

ACTIVITY: Write down at least three desires your potential clients may have, and how you can met them.

Pour yourself a glass of wine and get this done, boss lady! Your biz will thank you for it.

Hi, I am Jen the design boss lady behind Jenna-Rae designs. I help female entrepreneurs become UNSTOPPABLE with fearlessly authentic and kick-ass brands.