Ever heard of "Demand Generation"? It’s a vital part of your marketing strategy, designed to ignite interest in your services. Essentially, it’s about persuading people to want to hire you. Think of it as marketing “Inception”: it naturally leads customers to conclude that hiring you is their best decision.

The trouble is, though, that many businesses and marketers fall into the trap of laziness and impatience. Just consider the overused CTA: "For all your real estate needs..." Not only does this vague directive burden the customer with figuring out what those needs could be, but it also does nothing to stir up actual desire.

Demand generation isn’t just about telling customers what to do; it’s about compelling them to act on their existing desires

Refer to this framework as a practical, fill-in-the-blank tool to clearly articulate your value proposition and effectively generate demand for your services.

Problem: The challenges your customer faces.
Proposition: How your services solve or mitigate these challenges.
Payoff: What your customer achieves—envision their success.