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Advertisers Quote by Perry Marshall

“Nobody who bought a drill actually wanted a drill. They wanted a hole. Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills!” quote by Perry Marshall
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“Nobody who bought a drill actually wanted a drill. They wanted a hole. Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills!”

Perry Marshall

About This Quote

Source Book: The 1-Page Marketing Plan, Perry Marshall, 2005

People buy outcomes, not the tools; market the benefit rather than the product.

In simple terms: Sell the result, not the item.

Key Takeaway

Focus messaging on the problem solved.

Themes

marketing sales psychology

Mood

strategic practical

Type

advertising instructional

When to use this quote

  • advertising
  • product launch
  • sales copy
  • customer outreach

Key Concepts

value proposition customer desire

Questions to Reflect On

  • What core benefit does your product provide?
  • How can you illustrate that benefit clearly?
A Different Perspective

It may ignore product features that some customers value.

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