This Concept Can Help Your Campaigns

1.3K followers

12 years ago

I was reading through a very interesting book today, and came across something that I think applies to internet marketing in a big way. In the book, they quote Perry Marshall, and it goes like this:

"Nobody who bought a drill actually wanted a drill. They wanted a hole. Therefore, if you want to sell drills, you should advertise about making holes - Not information about drills!"

It goes on to say the first goal is not to sell the drill, it is to provide an inexpensive set of instructions on how to make a hole. This will lead to them buying your drill through the process of education.

What does this mean? I think it means don't initially try to sell your product. Try to sell the answer to a problem. We all get wrapped up in "selling" our product, when we should be trying to solve peoples problems through education.

What do you think?

Josh

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Recent Comments

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fishingdeals

12 years ago

I understand that, it then gives them the opportunity to decide on what to use to create the holes as there may be a cheaper method.

muskyblood

12 years ago

Glad you all enjoyed this. I think it has a lot to do with IM. We know people hate to be sold to, but they love to buy. If we can simply help them through education, then have solid options that can solve the problem for them it is THEIR idea to buy then, we are no longer selling...