09/28/2022
Something I keep in mind when designing or reviewing a new advertisers' ad. Theadore Levitt, a professor at Harvard University, talks about a customer buying a 1/4" drill bit. "The customer doesn't want a drill bit. They want the 1/4" hole it creates."
Truly effective advertising goes much deeper than that basic understanding. In truth, no one wants the hole. What people want is the shelf that will go on the wall using the hole. Actually, what they want is how they will feel once they see how uncluttered things are when they put things on the shelf. Even further, they also want the satisfaction of knowing they did it themselves or perhaps the status they will feel when their spouse admires the work. Or the peace of mind they will feel from knowing the room is no longer a mess and feels clean.
People don't want to buy a 1/4" drill bit. They want to feel satisfaction and admiration once the shelf is in use.
This lesson can apply to any and all efforts of communication with potential customers. Drill down to what the ultimate desired outcome is and tell/sell that story.
Have a great business day.
