“People don’t buy 4-inch drill bits; they buy 4-inch holes.” –Author unknown
Because people don’t buy products, they buy what they can do with them, we have a suggestion. In your next meeting or on your next advertising project (or for one in progress) ask yourself and team members these three questions:
1) Are we defining our customers the way they think about themselves?
2) Are we looking at life from their point of view?
3) Are we thinking about ways to bring our products and services to them rather than expecting them to come to us?
Your product or service is simply a tool for the customer to get what he/she really wants and needs. Define the customer’s real wants and needs, and tailor your marketing and advertising around it. This is the first step toward developing that all important consumer insight