If you’ve ever invested time and money in marketing that didn’t deliver results, the problem probably wasn’t your expertise - it was your message. Too often, businesses talk about what they offer instead of what their clients truly need.
Jun 30, 2025
Great marketing doesn’t begin with your services. It begins with understanding your clients: the nightmares they want to escape, and the dreams they hope to achieve.
Whether you’re an accountant helping small businesses stay compliant, or a business lawyer guiding companies through complex contracts, knowing what drives your clients is the key to content that connects.
The Two Forces Behind Every Buying Decision
At the core of every client relationship are two motivators:
Nightmares: the headaches, risks, and frustrations they’re eager to leave behind.
Dreams: the goals, ambitions, and visions of success they’re working toward.
When your marketing speaks to both, you become more than a service provider - you become the solution.
Let’s break this down with examples from accountants and business lawyers.
Step 1: Pinpoint Their Nightmares
Nightmares are the issues that keep your clients up at night, quietly draining their focus, time, or money.
Examples:
For accountants:
“I’m worried I’ll miss a filing deadline and face penalties.”
“My books are a mess, and I don’t know where my cash is going.”
“I don’t have a clear picture of my profits - I feel blind.”
For business lawyers:
“I’m scared my contracts won’t protect me if something goes wrong.”
“I don’t fully understand the legal risks in my partnerships.”
“I’m expanding, but I don’t know if my agreements cover everything.”
By naming these problems, you prove you understand the stakes and can guide them to safety.
Step 2: Paint Their Dreams
Dreams are the positive outcomes your clients long for - the reasons they’re willing to invest in help.
Examples:
For accountants:
“I’d love to know my finances are accurate and up-to-date.”
“I want to plan ahead with confidence, not guesswork.”
“I’d like to focus on growing my business instead of chasing receipts.”
For business lawyers:
“I want rock-solid contracts so I can negotiate without worry.”
“I’d love to feel protected as I hire staff and grow.”
“I want to build a business that runs smoothly without legal surprises.”
Helping clients see that future - clear, safe, and successful - inspires them to take action.
Step 3: Show How You Bridge the Gap
Your role is to position your service as the path from nightmare to dream. Instead of leading with technical language, speak to the transformation you provide.
Instead of saying:
“We provide accounting services.”
Try:
“We help small businesses eliminate financial stress and stay ahead, so they can focus on growth.”
Or swap:
“We draft contracts and legal documents.”
For:
“We give business owners peace of mind with watertight agreements that protect profits and reputation.”
When prospects see you as the partner who helps them escape risk and move closer to success, trust grows - and so does your client list.
Bringing It All Together
Here’s how to apply the Nightmares & Dreams approach:
Write down your clients’ nightmares. Be specific: What mistakes or risks do they worry about most?
List their dreams. What positive outcomes would make them feel secure, proud, or free to grow?
Craft messages - for your website, social media, or brochures - that show how you take them from nightmare to dream.
Marketing isn’t just about listing services. It’s about understanding people’s fears and aspirations, then showing how you make their business journey easier and safer.
Final Thoughts
When the marketing message focusses on your clients’ nightmares and dreams, your marketing becomes clear, relatable, and persuasive.
Start small: pick one client type, note their biggest nightmare and most important dream, and create a LinkedIn post or email that speaks directly to both. That single shift can make your marketing resonate - and turn quiet prospects into loyal clients.
