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!”
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.
Focus messaging on the problem solved.
Themes
Mood
Type
When to use this quote
- advertising
- product launch
- sales copy
- customer outreach
Key Concepts
Questions to Reflect On
- What core benefit does your product provide?
- How can you illustrate that benefit clearly?
It may ignore product features that some customers value.