Identification

Question 1

What is my prospect’s desire?

Answer 1

It is the desire of your prospect to define himself to the world around him. Every new role that he covets gives you one more mass desire to harness for your product

Question 2

1st Role

Answer 2

Character roles (e.g. “progressive”, “chic”, “well-read”)

Question 3

2nd Role

Answer 3

Achievement/status roles (e.g. “executive”, “home owner”, “good mother”)

Question 4

Social Roles?

Answer 4

Every social role that we achieve in life is immediately translated into those possessions which we believe express that position most clearly