There is a famous marketing quote from Harvard marketing professor Theodore Levitt that goes, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
What the quote means is people don’t want your product, they want the results.
For example, no one wants to hire a lawyer, they want the results the lawyer can get them.
No one wants a drill bit, they want the hole the drill bit makes. But as marketing genius Seth Godin points out, that quote doesn’t go far enough because no one wants a quarter-inch hole either. They want the shelf that can be installed because the drill bit made the hole. But even that doesn’t go far enough. No one just wants just a shelf hanging out there. They want the stuff off the floor and onto that shelf. But even that still doesn’t go far enough.
What they really want is the feeling they get when they see the room cleaned up and things on the shelf. They want the feeling of their family being impressed by what they did.
So quit selling your products and start selling the feeling your product can help them get.
Recent Comments