Understanding the Past Perceived Voids That Drive Sales

Good morning, friends!

Today, let’s dive into a concept that’s the secret sauce behind most purchases—one that I know has played a massive role in why people buy from me and why I buy things myself. It’s called past perceived voids.

Now, before you roll your eyes at the term, let me share a little story to bring it to life.

A Kid Dreaming of Snow

I grew up in Jamaica and later moved to Florida. Every December, little GT would turn on the Weather Channel and watch the “Probability of a White Christmas” segment. Year after year, I’d hold out hope for snow. I’d imagine waking up to a frosty wonderland, even though logic—and geography—told me it wasn’t happening.

But that desire? That feeling of missing out? It stayed with me.

Fast forward to adulthood, and guess what? I’m living in Georgia, and snow is forecasted. Even though I’m supposed to leave before it hits, I’m tempted to change my plans—just so I can finally experience the white Christmas I dreamed of as a kid.

That’s a past perceived void—a gap between what I wanted back then and what I can fulfill now. And it’s exactly why people buy.

What Are Past Perceived Voids?

Every customer you serve has a story—a gap in their lives that your product or service can fill. Maybe it’s something they’ve dreamed about, missed out on, or struggled with in the past. When you connect your offer to that void, you’re not just selling a product—you’re helping them fulfill an unmet desire or resolve a pain point.

How This Plays Out in Business

Let me bring this concept back to you. Ask yourself:

• What are the past perceived voids of your audience?

• What have they struggled with that your product or service can help them overcome?

For example, in my business, many of my clients—healthcare professionals—have spent years working long hours, sacrificing personal time, and feeling stuck in a model that trades time for money. Their past perceived void? Freedom: the ability to live life on their own terms while still helping others.

When I offer programs that show them how to build passive income streams or scale their business, I’m not just selling solutions. I’m addressing a deep-seated desire for something they’ve wanted for years but didn’t know how to achieve.

How to Identify and Leverage Voids

Here’s how you can start applying this concept today:

1. Reflect on Your Own Voids
   What have you bought recently, and why? Think about how your experiences shaped that decision.

2. Learn Your Audience’s Story
   Ask your customers about their past challenges, unmet goals, or long-held dreams. Social media polls, one-on-one conversations, and surveys work wonders here.

3. Connect the Dots
   Frame your product or service as the bridge between their past desires and present fulfillment.

4. Test and Refine
   As you learn more about your audience’s past perceived voids, test different messaging angles to see which resonates most.

The White Christmas Moment

Remember, people don’t just buy things—they buy solutions to problems they’ve experienced or dreams they’ve carried. They want their own “white Christmas” moment.

If you’re ready to take this concept deeper and learn how to apply it to your business, join me in the Invincible Challenge happening January 20–24. It’s a chance to build a solutions-based offer that fills those gaps for your audience while scaling your business to new heights.

Drop “HABIT” below if you want to be part of it, and I’ll get you plugged into our group. Let’s turn those perceived voids into real wins—for you and your clients.

Much Love,
Greg Todd

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