How do we approach talking to our ICA when the desire, rather than the pain point, is at the forefront?

When your ICA is driven more by what they want than what they are trying to avoid, your messaging should meet them there. It is not a completely different process, but the emphasis shifts. Instead of focusing on the struggle, you focus on the vision.

Here is how to do that well:

• Speak directly to their desire. Name what they are hoping to experience. It could be more freedom, more time, more confidence, more creativity, or something deeply personal. Your job is to make it feel real and achievable.
• Dig into the motivation behind it. Why do they want this? What do they believe will happen when they get it? What will change in their life, business, or relationships? Go beyond the surface so your message connects emotionally.
• Use their exact words. Pay attention to how your ICA describes their goals in surveys, messages, or conversations. Use that language in your emails and sales copy. When people hear their own words echoed back to them, they feel understood.
• Create a clear and inspiring picture. Help them imagine what life could look like once they reach their goal. Walk them through the transformation, step by step. Paint it with details that feel personal, tangible, and exciting.

Not every offer needs to focus on pain. In fact, many audiences respond more positively to hope, progress, and possibility. Your message will land best when it reflects what they are reaching for, not just what they are trying to escape.