Sell the need and the sales will appear.

Every business talks about finding their “gap in the market.” Usually, this is framed around products, competitors, or trends. But the truth is far more human:

We all live with two versions of ourselves.

• • Self One: Who we are right now. Our current frustrations, habits, and limitations.

  • Self Two: Who we wish to be. The confident, successful, fulfilled version of ourselves that feels just out of reach.

And right between those two selves lies the real gap in the market.

Why this matters for your marketing

If you only sell your product or service as a thing, you’re competing on features, price, and empty promises. You’re marketing yourself as a commodity, no different from the next option in a Google search.

But when you shift your perspective and see your role as bridging the gap, everything changes.

• • You’re no longer selling coaching sessions, software, training, or consultancy.

  • You’re selling transformation a bridge from where someone is now to where they desperately want to be.

That bridge is what people are really buying.

The emotional market

The truth is, people don’t buy because of logic alone. They buy because of emotion. They buy because they can see themselves stepping into Self Two with your help.

Think about it:

• • A gym doesn’t sell access to treadmills. It sells the feeling of energy, confidence, and vitality.

  • A business coach doesn’t sell “sessions.” They sell clarity, growth, and freedom.

  • A financial advisor doesn’t sell spreadsheets. They sell peace of mind and security.

When you market this way, you stop being a supplier and start being a partner in your customer’s personal journey.

Why your business becomes more attractive

Businesses that understand and communicate this gap instantly become more magnetic. Instead of shouting “look at me” in a crowded marketplace, they invite customers into a story where the customer is the hero and the business is the trusted guide.

The result?

• • Your marketing resonates on a deeper and personal level.

  • Your offers feel more valuable.

  • Your sales conversations become easier, because you’re not pushing, you’re aligning.

Bridging the gap is the real gap in the market

The marketplace doesn’t need more products. It needs more bridges.

The next time you think about positioning, offers, or messaging…

Don’t ask: How can I sell more product?
Ask: How can I take someone from who they are to who they want to be?

This is your true gap in the market.

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