Which response would intrigue you more:
1. “It’s a breakthrough organic supplement from this really wonderful company. It has Camu Camu in it, and blah blah blah blah.” OR
2. “It’s for women who are cranky 10 days a month like I used to be, and they don’t want to be like that anymore. Without drugs, of course. That’s what happened to me. You know anyone who might like to know about a product like that?
If you’d be more drawn in by the second response, there’s a reason. The great Harvard marketing professor Theodore Levitt used to tell his students, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
When your ‘sales approach’ focuses on describing the product or service, you are describing the drill. Or the hammer. The tool in other words. That usually gets a ho-hum because there are so many tools one can choose from.
Every tool on the shelf is screaming ‘this one is the best!”
What you ( and anyone else) want is the best one for you to accomplish your mission – make the hole in the wall to hang one end of the hammock. If you’re small, you might want a light drill. With a small handle.
When you describe your product or service by only describing the result you got
– your before and after story with NO BIG WORDS – you are describing the hole…the successful result you got. THAT is what people are really buying: Results like
yours for themselves.
See the difference in focus? Story-telling about the perfect hole you put in your wall versus selling the features of your drill. If the hole is really cool, your friends WILL ask, “Wow, cool hole! How did you do that?”
Then you can pull out the drill.
Bottom line, “People don’t want to buy a quarter-inch drill. They want
a quarter-inch hole!”
The orange book shows you how to tell your story. It’s here.
PS If you can’t afford the orange book right now, go to my Facebook page here and click ‘like’ and you’ll get it on the house.