Insights from Dana
Things People Will Pay For Volume Four – Time

We are nearing the end of this series of what categories (money, health, relationships, time, identity) people will spend money on.

This week, we delve into the topic of time.

Time is such a funny little animal.

You never know how it will show up for you, or when.

Sure, we have all wished there was more time in the day – usually to get more work done.

But as we get older, we regret the time we spent on those mundane tasks and fear the fleeting moments that are left won’t be enough to make up for it.

Like the concept of money, everyone will have concerns over time during their life. It’s part of being human.

But, time doesn’t behave like the other areas.

What makes time different than the other categories?

Time doesn’t usually stand alone.

Time is a huge concept, and something we can all relate to and understand, but it isn’t usually the leading lady of our fears.

She could definitely be nominated for best supporting actress every year though!

The fears of our lives would not be the same without the extra layer of time.

Time adds another dimension to a problem or concern that can quickly make it seem more challenging.

For example, “Do I have enough time to make the money I need to have the life I want?”

Or, “Do I have enough time to make the money I’ll need to retire?”

Or, “Do I have enough time to live the life I’ve dreamed of?”

When time is added to these fears they become more real.

They have an expiration date.

They develop a sense of urgency.

And nothing is scarier than finding out that you don’t have as much time as you thought you did to accomplish the things you wanted to.

Time sneaks up on you.

It is a concept that many ignore (or think of fleetingly) for as long as they can, until they realize they can’t be an ostrich anymore.

There is a lot of fear associated with pulling one’s head out of the sand to stare time in the face.

People will always be looking for ways to create more time – whether it is being more efficient at work so they can get more done, or gaining a few extra minutes to spend at home, or adding days to their lives as they get older.

Now, let’s talk about how this relates to your business offering.

When reading through the last three posts, did you have a product or service that met the fears of money, health or relationships? If so, how can you add the layer of time to make your offer that much more compelling?

If not, that’s ok. Even though time often aligns itself with other categories, it doesn’t mean that people will not seek out time-oriented solutions to their problems.

If you can provide a simple explanation that speaks to the fear of lacking time, you can be the solution (even if the root of their fear is tied to another category).

How is your business helping people gain more time? Do you have a simple statement of what you do that will help people self-select you? I challenge you to share it in ten words or less in the comments of this post. Next week, I will finish out this series with the final category – identity.

Until then… stay passionate!

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