Put Holes in Your Marketing Plan
Most businesses, including all successful businesses, have a marketing plan, but all too often that plan is missing a key ingredient – the holes. Marketers get too focused on the product or service they are selling and they forget about their customer, and more importantly, exactly what their customer is looking for. They forget about the holes!
So what’s a hole? Remember that nobody buys a drill because they want a drill. They buy a drill because they want holes. The “hole” is the solution to your customer’s problem. The “hole” is what you should be addressing in your marketing, not the drill. The hole is what your customer is really looking for.