“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” 😉
FEATURE or BENEFIT?
ARE WE SELLING A DRILL OR A PERFECTLY FORMED HOLE?
Such an obvious question 🤣
So many businesses talk a lot about what they do, but they sometimes forget they have a customer.
A customer with needs and wants, with pain points to resolve
A very simple example but both FUNCTIONAL – I need to drill a quarter inch hole, and
EMOTIONAL – Can I do it? How will I feel once I have done it well, or perhaps not so well? (not everyone is a DIY expert!)
We all have one mouth and two ears for a reason, so listen more!
Listen to your customers, bring the voice of the customer into your organisation.
So for “the drill” or should I say “the hole”, understand the job the customer wants to get done first, and work backwards with your thinking, around your comms, your points of difference, in fact all the way back to what products and services you design to fill those needs and wants.
So what are the benefits of joining my #1 MARKETING STRATEGY PROGRAMME FOR BUSINESS? –
1. It will unlock your understanding of marketing strategy in five weekly on-line modules.
2. It will be brilliant for your professional development, inspiring your business and marketing thinking.
3. It will make you more effective and confident in your role, with immediate application to your business.
The next course starts on Tuesday 12th March 2024.
It covers much more than drills and holes, trust me!