WHAT TO SELL
A practical map of what different groups truly buy. Use it to design offers, hooks, ad angles, and landing pages.
CHAPTER INDEX
WHAT PEOPLE REALLY BUY
CORE IDEA
People rarely buy the product. They buy a feeling, identity, or outcome. Use this deck to match your offer to the buyer’s hidden desire, then write hooks that promise that desire fast and clearly.
HOW TO USE THIS
FAST METHOD
Step 1: Pick your target group.
Step 2: Choose 1 main desire.
Step 3: Promise a simple result.
Step 4: Prove it with one example.
Step 5: CTA: “Start here” with a clear first step.
MEN
CHAPTER 1
MEN 18–20’S
STATUS • IDENTITY • CONFIDENCEThey buy belonging and social proof.
Sell:
glow-ups, skills that earn respect, “how to carry yourself.”
Hook:
“Stop being invisible.”
Offer:
style, fitness, social confidence, first job skills, dating basics.
MEN 30 - 40'S
POWER • SECURITY • FREEDOMThey buy leverage and stability.
Sell:
career acceleration, income systems, leadership, family security.
Hook:
“More options, less stress.”
Offer:
negotiation, productivity, investing basics, business frameworks, health optimization.
MEN 40’S–50’S
SUCCESS • RESPECT • RELEVANCEThey buy legacy and authority.
Sell:
sharper thinking, influence, staying competitive.
Hook:
“Stay dangerous in your 40s.”
Offer:
executive presence, brand building, wealth protection, fitness longevity, mentorship positioning.
MEN 60’S–70’S
DIGNITY • HEALTH • LEGACYThey buy being valued and staying capable.
Sell:
mobility, pain reduction, meaningful contribution.
Hook:
“Strong body, respected life.”
Offer:
low-impact fitness, rehab routines, community roles, teaching, family legacy projects.
WOMEN
CHAPTER 2
WOMEN 18–20’S
BEAUTY • ATTENTION • BELONGINGThey buy social acceptance and self-image.
Sell:
glow, style, confidence, friendship circles.
Hook:
“Be the girl people remember.”
Offer:
skincare, makeup, fashion, social skills, content creation, confidence coaching.
WOMEN 30’S
LOVE • BALANCE • SELF-WORTHThey buy stability without losing themselves.
Sell:
boundaries, partnership quality, time management, self-care.
Hook:
“Have it all, without burnout.”
Offer:
relationship skills, routines, fitness, career strategy, mental clarity.
WOMEN 40’S–50’S
ELEGANCE • CONTROL • RESPECTThey buy graceful power.
Sell:
calm confidence, boundaries, reinvention, health and beauty longevity.
Hook:
“Aging, but upgrading.”
Offer:
styling, hormone and wellness literacy, personal brand, leadership, life redesign.
WOMEN 60’S–70’S
PEACE • COMPANIONSHIP • COMFORTThey buy calm living and connection.
Sell:
safety, easy routines, supportive community.
Hook:
“Quiet joy every day.”
Offer:
wellness, hobbies, travel comfort, home safety, social circles, family connection systems.
ECONOMIC CLASS
CHAPTER 3
RICH
TIME • PRIVACY • EXCLUSIVITYThey buy time, discretion, and access.
Sell:
done-for-you, concierge, elite rooms, private solutions.
Hook:
“You should never do this yourself.”
Offer:
assistants, premium services, VIP memberships, private investing, elite networks.
MIDDLE CLASS
UPGRADE • STABILITY • SMART VALUEThey buy progress with safety.
Sell:
upgrades, better routines, smart purchases, predictable outcomes.
Hook:
“Level up without wasting money.”
Offer:
skill courses, career tools, budgeting, home upgrades, family planning, bundles.
POOR
HOPE • DIGNITY • OPPORTUNITYThey buy a real path out, not motivation posters.
Sell:
access, skills, job leads, micro-income.
Hook:
“A door that actually opens.”
Offer:
apprenticeships, job-ready training, starter kits, community support, low-risk plans.
LIFE STAGES
CHAPTER 4
KIDS
DREAMS • FUN • SUPERPOWERSThey buy play that feels magical.
Sell:
imagination, mastery, “I can do it.”
Hook:
“Unlock your superpower.”
Offer:
games, learning toys, sports, art, coding for kids, skill badges, fun challenges with rewards.
TEENS
FREEDOM • COOL • SELF-EXPRESSIONThey buy identity and social rank.
Sell:
style, confidence, talent, community.
Hook:
“Be different, but respected.”
Offer:
fashion, content skills, music, fitness, public speaking, creator tools, social confidence playbooks.
PARENTS
PEACE • SAFETY • PRIDEThey buy reduced worry and a winning child.
Sell:
protection, development, guidance.
Hook:
“Raise a confident kid.”
Offer:
education support, parenting systems, kid safety, nutrition, routines, tutoring, enrichment programs.
RELATIONSHIPS
CHAPTER 5
COUPLES
HARMONY • TRUST • ROMANCEThey buy emotional safety and closeness.
Sell: communication, repair, intimacy, time together.
Hook:
“Stop repeating the same fight.”
Offer:
relationship coaching, date systems, conflict scripts, therapy-like tools, couple retreats.
SINGLES
ATTRACTION • CONFIDENCE • OPTIONSThey buy better choices and less rejection pain.
Sell:
self-upgrade, social skills, dating strategy.
Hook:
“Become the obvious choice.”
Offer:
style, fitness, mindset, conversation skills, profile makeovers, dating funnels.
ROLES
CHAPTER 6
STUDENTS
RESULTS • DIRECTION • ADVANTAGEThey buy certainty and an edge.
Sell:
study systems, career clarity, portfolio building.
Hook:
“Outperform without burning out.”
Offer:
learning methods, exam prep, internships, project kits, mentorship, scholarship strategy.
EMPLOYEES
SECURITY • GROWTH • RECOGNITIONThey buy safety plus upward movement.
Sell:
skill upgrades, visibility, promotion strategy.
Hook:
“Get promoted quietly.”
Offer:
communication, leadership, AI productivity, performance systems, resume upgrades, personal brand at work.
ENTREPRENEURS
SCALE • CONTROL • STATUS
They buy growth with systems.
Sell:
acquisition, operations, automation, brand authority.
Hook:
“Scale without chaos.”
Offer:
playbooks, funnels, SOP kits, hiring frameworks, financial dashboards, content engines, sales scripts.
CREATORS
ATTENTION • INFLUENCE • MONETIZATION
They buy distribution and income.
Sell:
formats, hooks, consistency, monetization paths.
Hook:
“Turn views into cash.”
Offer:
content systems, editing templates, brand deals kit, community models, product ladders, analytics.
LEADERS / EXECUTIVES
AUTHORITY • CLARITY • LEGACY
They buy sharp decisions and durable reputation.
Sell:
decision frameworks, influence, succession, legacy.
Hook:
“Decide faster, regret less.”
Offer:
strategic planning, executive coaching, communication mastery, org design, reputation.
ELDERLY (GENERAL)
CARE • COMFORT • MEANING
They buy support and purpose.
Sell:
independence, dignity, companionship, meaningful days.
Hook:
“Life still matters.”
Offer:
care services, community, mobility tools, hobby groups, family bonding systems, guided life-story projects.
QUICK HOOK FORMULA
COPYWRITING
Template:
“If you want [DESIRE],
stop doing [PAIN].
Do this instead:
[SIMPLE STEP].”
Then add proof:
“Here’s a 30-second example.”
Close with CTA: “
Comment your group, I’ll map your best offer angle.”
OFFER PACKAGING
PRODUCT DESIGN
Pick 1 desire,
build 3 tiers:
Starter (quick win),
Core (system),
Premium (done-for-you or coaching).
Keep the promise single-focus.
People trust specialists who solve one problem clearly.
MAKE IT ACTIONABLE
NEXT STEP
Choose your audience from this list.
Write 10 hooks using one desire word (Status, Security, Peace, etc.).
Then build one offer page:
Promise, Proof, Process, Price, CTA.
That is your minimum viable campaign.