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What is demand, exactly? Let’s look at a couple possibilities.

You could imagine demand as being the presence of a pain point.

“This part of the process is a real annoyance.”

But that’s not demand. Not quite.

You could imagine demand as being the deeper longing for progress at the heart of buyer momentum.

“If only I could eventually get to…”

That’s closer, but that’s not demand.

You could imagine demand as when the buyer starts researching, asking around, landing on your page.

“There should be something that can help me with this…”

We’re starting to paint the full picture, but that’s not demand.

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But if you picture someone saying “finally”, or “enough is enough”, or “no more”, and you can see a whole group of people getting to the same moment, then that’s what demand looks like.

“Finally, it’s time to get myself a podcast.”
“Enough is enough, I deserve this treat for myself.”
“No more fooling around with a duct-taped solution, we have to get serious.”

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At the beginning, when the pain point is initially felt, the buyer might start thinking of getting the problem fixed, but they often satisfice, and do nothing.

When the problem persists and then they remind themselves of what they’re really hoping for, they start building intolerance. But it stays this way, for a while.

They start searching for some options when a certain event occurs, pushing them to put some effort into making some progress. But it’s tentative, still up in the air.

And then one day, there’s a pinching point, and things get real.

“Finally, now’s the time to get this fixed.”

Demand is the compounding of this story occurring, for all of your buyers, over time.