Hidden benefits
A hidden benefit is a motivator that is separate but connected to your primary offer. In essence, this is a silent motivator.
The hidden benefit is a dominant thought in your persona's mind. That’s why it's important to understand your persona as well as you can. The hidden benefit may be conscious or unconscious, but it's always around, humming at the base of your customer’s skull.
When crafting an offer, look for opportunities to appeal to one or more of the following hidden appeals:
Wealth
Wisdom
Pride
On a granular level, here are examples of hidden benefits:
To have more free time
To be attractive
To impress friends and family
To make more friends
To be liked by others
To be pain-free
To be happier
These motivators aren’t always clearly stated as a need or a want, which is why you have to dig to uncover them. Remind yourself that customers don't want a product or a service; they want a solution.
The challenge is to identify the genuine, unstated emotional appeal that could help round out your offer. This often requires some circuitous messaging, but it will inevitably increase your chances of resonating with your audience.