Sell drills or holes

Are you drilling or selling holes? 🔩

It is becoming increasingly difficult, especially in a competitive market, to get your target audience to understand the essence of your (marketing) message.

After all, people are constantly inundated with ads and see through most of them. You could say that our bullshit filter has developed pretty well.

And that is precisely why it is so important to understand the underlying need of your customers.

This is also why a well-known saying is that you shouldn’t sell drills, you should sell holes. People are looking for the end result, not the means to get them there.

One way to understand this is to use Maslow’s Hierarchy of Startups.

Some companies that have successfully used this:

• 🏠 Airbnb: meets the need for shelter.
• 🚕 Uber: meets the need for transportation.
• 📦 Amazon: meets the need for convenience.

Which company do you think is smart about selling the bottom line based on an underlying need?

Link: https://www.linkedin.com/posts/gustdebacker_marketing-branding-maslow-activity-7003953335359668224-GUPC/