Unleashing the Power of "Sell the Hole, Not the Drill" in your Marketing

Have you ever found yourself marketing your products and services, only to see minimal customer engagement? Have a lot of great features but no one seems interested? You may need to shift the focus of your marketing.

See, many business owners and entrepreneurs make the mistake of selling features, the tangible aspects of the product. After all, those are typically the reasons people give when asked why they invested in a product or service.

But that’s not often the real reason they made a purchase. We make emotional decisions and then find a way to rationalize it. The features help people rationalize the decision. But it’s the benefits of those features that drive the decision.

Customers aren’t simply buying a product or service. They are seeking solutions to their problems, fulfillment of their desires or avoidance of potential pain points.

In this article, you’ll discover three exercises you can use to make the shift from selling features to selling benefits in your marketing. Give them a try.

You’ll not only sell more products, you’ll become a problem-solver and a partner in achieving their goals. This emotional connection leads to building longer-term relationships. And you may even become your customer’s go-to choice.

The So-What Exercise: why benefits outperform features

Imagine you're in the business of selling drills. Traditionally, you might highlight the power and durability of your drill bits.

But here's the catch: customers don't really care about the drill; they care about the hole it creates. Not sure how to determine the benefit? Use the “So What Exercise.”

Let's break the process down with a practical example. Consider a software company selling a project management tool. Instead of solely highlighting features like task tracking or document sharing, focus on the benefits.

An easy way to do this is by applying the “So What Exercise.” Begin by writing down a feature of your product or service.

It might be real-time collaboration. Now ask “So what? What’s in it for the customer (or me)?” The answer might be it streamlines collaboration.

Now, ask the question again. “It streamlines collaboration. So what? What’s in it for the customer?” You might now answer it reduces the risk of miscommunication.

That’s a lot better. But keep going. Ask the question again. This time, the answer might be when the risk of miscommunication is reduced, the project doesn’t get off track.

Even better. But keep going. When you ask again, you might answer that when miscommunication is reduced, projects stay on track. And when projects stay on track, project timelines are met with ease.

It’s often helpful to ask the question at least 3 times, and in many cases, up to 5 times. When you’re done, you’ll find you’ve now crafted a benefit statement that resonates with the audience, making them see the value beyond the features.

The What Happens When Exercise: crafting compelling narratives

Translating features into benefits is an art. And it’s easier said than done.

Enter the "What Happens When Exercise." Take a feature of your product or service. Let's say it's a robust reporting feature in an analytics tool.

Ask yourself, "What happens when someone experiences or uses this feature?" Write out the answer.

Then ask again, "What happens when they experience that?" Repeat this process (again often up to 5 times) to uncover multiple levels of benefits related to that feature.

Let's revisit the project management software example. The robust reporting feature ensures that project managers can track progress, identify bottlenecks, and make data-driven decisions.

But what happens when someone experiences this? It leads to improved project efficiency, accurate forecasting, and ultimately, all of this leads to satisfied clients.

By exploring these layers of benefits, you’re equipping yourself with the ability to tell compelling stories in your marketing. Ones that customers can see themselves in and situations they relate to.

The What Could Go Wrong Exercise: addressing pain points

Understanding human nature and your customers is crucial in marketing. Studies have shown people are two times more likely to avoid pain than seek pleasure. As a result, if you can communicate how your products or services solve a problem, you’ll increase your chances of increasing sales too.

Not sure how to identify the pain points your product or service solves? Use the “What Could Go Wrong? Exercise.” Let’s keep it simple and go back to selling a power drill. Let’s say this one has more power and drills holes faster (you’d know the specifics).

One potential customer group for the drill would be professional carpenters. Ask “What could go wrong if a professional doesn’t invest in this drill?” An answer might be “projects take longer to finish because they won’t work as efficiently.”

Now, take it further. Ask the question up to 5 more times. You may uncover that working less efficiently may lead to missed project deadlines and unhappy customers.

With these pain points identified, you can develop narratives that emphasize how the drill’s features address those pain points. And contribute to achieving the positive outcome they desire.

The power of “Sell the Hole, Not the Drill”

The “Sell the Hole, Not the Drill” philosophy is a powerful shift that can elevate the effectiveness of your marketing. By focusing on the benefits your products or services bring, you’re not simply selling a solution. You’re creating a narrative that resonates with your audience on a deeper level.

Take the time to understand your customers, craft compelling stories using your findings from these exercises, and address real pain points. You’ll sell more products or services and build lasting relationships with your audience.