Jul
01
Your Focus on Benefits Won't Benefit Your Brand
Posted in: Uncategorized
Marketing is frustrating because virtually all common-sense ideas are wrong. Take Theodore Levitt’s famous maxim, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
True perhaps. But that seduces marketing people into promoting better holes when they should be promoting better drills.
Should you promote the benefit of your brand (the hole) or the feature (the drill)? Logic suggests you should promote the benefit, the hole. Because, as Ted Levitt said, “People don’t want a quarter-inch drill. They want a quarter-inch hole.”
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