Dormant Desire Framework
Awaken hidden desires
The Dormant Desire Framework is based on the idea that people have hidden desires and frustrations that are not being addressed. By awakening these dormant desires, businesses can create more effective marketing campaigns and build stronger relationships with their customers.
- People have hidden desires and frustrations that are not being addressed
- Awakening these dormant desires can drive sales and marketing
- Businesses should focus on identifying and addressing the dormant desires of their potential customers
- Identify the dormant desireDetermine what is driving the customer's hidden desire or frustration. What is their underlying psychological tension?Pro tipUse indirect questions to start a conversation and reveal deeper thoughtsWarningAvoid asking direct or confrontational questions that may cause the customer to recoil
- Understand the customer's desired outcomeDetermine what the customer is hoping to achieve or gain by addressing their dormant desirePro tipUse the customer's language and terminology to describe their desired outcomeWarningAvoid making assumptions about the customer's desired outcome
- Develop a solution to address the dormant desireCreate a product or service that addresses the customer's dormant desire and helps them achieve their desired outcomePro tipUse the customer's feedback and input to refine and improve the solutionWarningAvoid creating a solution that only addresses surface-level needs or wants
A yoga studio uses indirect questions to uncover a potential customer's dormant desire to practice yoga again. The studio then creates a solution that addresses the customer's dormant desire and helps them achieve their desired outcome
The Dormant Desire Framework was developed by Daniel Priestley, the author of Scorecard Marketing. Priestley recognized that people often have hidden desires and frustrations that are not being addressed, and that awakening these desires can be a powerful way to drive sales and marketing.