‘People don’t want a drill, what they want is a hole in the wall’
This is a quote* the very knowledgeable Jo Wilson at Fill The Gap Marketing uses all the time, and it speaks volumes to me. (Take a look at the video on the home page of her website)
Most people don’t want to spend their hard earned cash on a drill. Good, lovely, delicious cash that could be spent on wine and/or maltesers.
However,what they do want is a nice environment to live in, and they want their special pictures hanging on the wall. If they want to hang the pictures, they will need a drill.
So how do you market a drill?
- This drill has a newfangled thingy that’s made of the strongest metal known to man. It was designed by NASA scientists, it glows in the dark, has an inbuilt satnav and has Bluetooth so you can listen to music while you work.
- With this drill you will easily and effortlessly be able to hang your pictures.
‘But Jane’, I hear you cry ‘I’m not selling drills. I’m a therapist. Step AWAY from the vino’.
Okaaaay…. How about this……