Marketing Strategy – Drill Bits or the Hole?
By Rod Moore on Apr 10, 2008 in Business Success, Direct Response Marketing, Lead Generation, Marketing Plans, Marketing Training
Do you know what your prospective clients really want?
If you knew specifically what it is that they Googled when seeking solutions to their problems then marketing your service based business would be a lot easier, right?
Well let me share with you some interesting information …
Last year in Australia there were 287,000 10 millimeter drill bits sold.
On its own that is not really that interesting, but consider this … not one of those 287,000 people actually wanted a 287,000 10 millimeter drill bit!
So what did they want?
Of course they all wanted a 10 millimeter hole!
We can take it another step further of course … they really do not want the hole either.
No what they really wanted was to use the hole to build a cubby house for their children to play in. Perhaps they wanted the hole to hang their wedding photos on the wall.
This is what people really want … the end benefit is what drives and motivates people to action. Its not the drill bit!
How is this relevant to you and your business?
Well most small business owners market their drill bits.
So if you are an Accountant for instance you typically market the fact that you provide taxation services (which is your drill bit).
If you are a Fitness Professional or Personal Trainer you advertise the fact that you have the relevant qualifications, and a new studio with shiny equipment. Again this is the drill bit.
If you are a life coach or business coach you tend to market your credentials and the process you go through when you work with clients. Drill bit!
Now this is an easy mistake to make … most small business owners don’t know any different. So we tend to go and market our drill bits and wonder why we get average at best results.
What if you started to market the hole?
Even better … what if you started to market the end benefit of having the hole?
How much more effective would your marketing efforts be?
Lets see …
Now the Accountant can market more along these lines …
‘Let me show you how to save thousands in tax and build financial security for you and your family … for life!’
Isn’t that more appealing than just marketing the fact that you do tax returns or compliance issues?
What about the Personal Trainer. Now her marketing might look like this …
‘Imagine jumping out of bed in the morning bursting with energy and looking totaly awesome when you look in the mirror!’
Do you think a few more people would respond to this than marketing the fact that you are certified in three different training styles?
I am sure you get the idea here. Take a look back at all of the marketing efforts you have tried in the past and evaluate them.
Are you marketing the drill bit or the hole?
In our complimentary Sales & Marketing Audit (Valued at $297) we assist small business owners like you to identify your drill bit and the hole. Your marketing effectivness will increase dramatically.
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On Apr 10, 2008, Mike Harmon said:
I came across your blog on Technorati. Nice site layout. I will stop by and read more soon.
Mike Harmon
On Apr 10, 2008, Rod Moore said:
Hey Mike … thanks for dropping by. Let us know what challenges you may have as a small business owner in marketing.
Regards
Rod Moore
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