Insights from Dana
Things People Will Pay For Volume Five – Identity

Congratulations! You have made it to the last post in this series of the five categories (money, health, relationships, time, identity) people will spend money on.

In this last post, we will talk about identity.

This is a category that is easy enough to understand, but it isn’t something that everyone can relate to.

Unlike the first four categories, which impact everyone in some way at some point in their lives…

Identity simply isn’t an issue for some people.

But don’t let that sway you from providing products or services to meet this area.

While it doesn’t mean much to the people that don’t have issues in this area, it is really intense for those that have it.

What does that mean for you?

It means there is an entire category of people who can easily be left underserved by business owners that don’t understand the topic if they have never dealt with it themselves.

So, what is the main question people in this category ask themselves?

The specifics can vary from person to person, but it is all about whether or not you are living up to who you think you are or should be.

If you are a mother, you may ask if you are good enough or if you are messing up your kids.

When someone goes through a divorce or bad breakup, they may struggle when trying to adjust to their new life.

Professional athletes struggle with this a lot when they stop playing.

At the core of it all is the burning question, “Who am I?”

Often, fears in this category start after a major change in someone’s life. (We all know how much people love change.)

When there is a big change, people start to worry.

And when people worry, they start to ask questions.

It’s inevitable.

How can you and your business be there to help?

Fortunately, even though this category is less global than the others, it can still be addressed in the same way.


By speaking directly to the fear.

Remember, you need to address the issue in the way they speak to themselves at 4:00 in the morning.

You may be tempted to sugarcoat it, but resist that urge.

If you can use the words that align with their fears, they will be more likely to remember you when they are feeling scared.


Because when that person wakes up panicked about one of these five things, your super logical words aren’t the ones they are thinking of. They are thinking, “I’m such a fraud, everyone knows I don’t belong here.”

Marketing is all about self-selection.

You don’t choose your clients, they choose you. And they will only choose you if you speak their language.

If you offer a product or service that can help someone step out of the fear of one of these five categories, and speak their language, they will choose you.

So, now you know who your customers are, but do you know what to do next? Where do you find them? How do you take those crucial next steps and ensure your time is well spent? Good news… that is what we will talk about next week!

P.S. Thank you to everyone who gave positive feedback about this series. I love hearing from you! Did one topic or point resonate more with you than others? Please consider sharing in the comments so we can all learn from your insights and thoughts.

Until then… stay passionate!

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