Do you ever walk around the obvious, day in and day out without realizing it? And then when you notice, you say: “Duh! Why didn’t I think about that?!” My thanks go to StartUp Nation for reminding me to tell you How to Market.
For a living, on a daily basis, I tell my clients how to market. I keep reminding them that customers buy for their reasons, not ours — that they pay attention when you show you can solve their problem or fill their need, not because you describe your product’s features in detail. So why have I neglected to remind The First Year readers about that?
Here’s what StartUp Nation said that reminded me:
“Nobody needs a drill. What they need is a hole. The drill is merely the means to the end.”
Heard it before? So have I. But many people forget it in practice. “Don’t sell drills. Help your customers get the holes they want.” In all your communications, talk first with them about the end they want, and then follow up by explaining the means. Not the other way around.