“Not a single person who purchased a drill actually wanted a drill; they wanted a hole.”

Therefore, if you are looking to sell drills, you must advertise information about making holes and not about drills.”

Let me elaborate on this quote:

As an Entrepreneur, what you and I think about our product is entirely different from what people perceive it. They are least concerned about our products or services.

And why would they? They haven’t been waiting all this while to buy a product or service, and it should not surprise you.

What they actually care about is finding the ultimate solution to their problems, whether that be a lack of money, time with their family, health issues, or dislike for their current job.

In such circumstances, what you should be doing is, positioning your product or service as the solution to their problem. However, this journey is not as smooth as we think. You will face some hurdles along the road:

Hurdle 1: You can’t sell it.
Hurdle 2: People hate to be sold.
Hurdle 3: They will always see you as a salesperson trying to get into their wallet.

This is where the above quote comes into the picture. It will give you the solutions to the above problems. Here’s what it means…

“Not a single person who purchased a drill actually wanted a drill.” –

“They wanted a hole.” – You wanted more money, time, health, etc.

“Therefore, if you are looking to sell drills, you must advertise information about making holes and not about drills.” – People are not interested in your product or service. They look for the benefits they can reap. And they dislike something being sold.

You want your prospects to sell themselves on using your product or service as the means with which they will accomplish their goals.

The ultimate way to do that is to market and promote information on how to drill a hole faster, easier and cheaper.

A salesperson markets opportunity and products directly while you will have to market and promote useful information like a consultant.

Put yourself in your prospect’s shoes for a minute and let us assume that you are researching your chance online.

Let me narrate an interesting example of “Americu’s Diamond” which is the perfect example of a “YOU, BRAND. Business Model” and it will help you to understand this concept quickly.

The connection between a jewelry store and internet marketing sounds strange? Well, not in this case because of how THIS store promotes their business. Since years, Americu’s has been telecasting half an hour segment on the diamond grating on local channels of USA.

Did you notice that instead of advertising their diamonds for special occasions, they chose to promote this free course that will guide the viewers on how to select a diamond? This helps them to know whether they are really getting a deal or not.

How smart this move is! They positioned themselves as EXPERTS, which gives them an added advantage over other jewelers in the market by building trust and goodwill with their viewers.

“I want to help you first.” attitude helped them to DESTROY the competition entirely.

The final outcome: Americu’s Diamond is now the most significant diamond seller !!!

The lesson to be learned here is:

When you position yourself as an expert extending the helping hand and not as a salesperson eying the hard-earned money, the audience will happily come and pursue you.

Experts never have to advertise a sales pitch, despite that there is always a long queue of eager customers waiting at their door. It’s only the greedy individuals who have to hawk their products every day.

Hence today, I would advise you to stop advertising your Product or Service directly and start promoting your knowledge and expertise.

Remember when it comes to “YOU, BRAND. Business Model” everything you practice, right from phone scripts, emails to cover letters you write, every act of yours should enhance your position as an expert and a leader. These efforts of yours will only attract your prospects and prompt them to follow you and buy from your business.

So, are you one of those faces in the crowd who uses replicated websites and plugs their buyers into conference calls? Or are you the leader, the mentor who always has some added value to offer?

Once you understand and imbibe this strategy, it will change your life altogether. With 90% less effort, you will start selling more products and attract more people online and offline than you could imagine. You will never have to worry about buying low-quality leads, cheap bulk marketing methods and wasting your money. You will become hunted instead of a hunter.

Talking of attracting people to you and lead generation, I have few ‘must-know’ secrets that you need to know, so that acquisition of leads becomes easy.  I will share those in my Next Email Series, stay tuned…