After you’ve watched the video, get a pen and paper, or open your notes app.

Action: First, list out the frustrations and niggles that your target market feel when they are dormant and not yet actively looking for your product or service.

List out the issues they have and the problems they face in relation to your product and service.
Try and list at least 10.

Once you have this list, then select the most important 3 or 4 frustrations from that list.

Then for each frustration, write down the insights and pieces of information that can you share with the person feeling that frustration to articulate why they should go Dormant to Active.