When considering the value of your products, pay special attention to buyers´ fears. Fears also indicate benefits, and, like the aforementioned examples, they can be intimately intertwined with dreams. With Tivo, for example, customers fear advertising mind control while dreaming of convenient TV watching. With soap, they fear stinking while dreaming about attractiveness.
When you get right down to it, hundreds of thousands of successful products are associated with fears. Here are some common fears that have spawned countless products:
"?¢ "I´m afraid that a robber will break into my house." (home alarm systems)
"?¢ "I worry about my health." (health insurance)
"?¢ "My car is making funny noises and I´m afraid it will break down on a lonely country road." (auto protection services)
Think about all the information that´s out there today. If your product relates to the health/diet field, you already have a huge repository of scientific (and pseudo-scientific) information to draw on. Go to Yahoo! News and search the Health category by any keyword and behold the fear. Googling can turn up all kinds of fears related virtually to any product.