In this week's episode, we turn our focus to understanding your ideal client's desires and pleasure points. In order to understand what your ideal client want and needs to hear from you, you need to understand what it is they want, what they are searching for and what they want to achieve. Even more important? Understanding why they want what they want. If you can do these things, you can hit upon your ideal client's desires and pleasure points in your copy so that you can begin to show them that the ticket to getting what they want is YOU.