Script: Sell The Hole Not The Drill by Professor Theordore Levitt

Yo guys… this was kind of an ass pull from a quote I just came across by … we’ll kind of a new way of thinking by a Legendary Harvard Marketing professor, Theodore Levitt was famous for his saying, “sell the hole, not the drill.” He would argue that “people don’t want to buy a quarter-inch drill; they want a quarter-inch hole.” The point he’s trying to get across is that customers don’t purchase products for the sake of the product, they are “hiring” it for a job they need done.

https://www.credera.com/en-gb/insights/sell-the-hole-not-the-drill-ecommerce-content-strategy

I wanna know if this makes sense or not before I record it and also what you guys think about the script?

So here’s my take 🗿🤝🔥

P.S. this is insight based not value

And yes I know it’s kinda long…

Reasons:

IG is now promoting longer form content
This will also be a post for LinkedIn
I wanna minimise the attraction of who speaks at 5th-6th grader level to my page / overseas editors - Dan Koe said it’s okay to sound sophisticated than to lower your literacy to meet other people’s lack of education

Hook: 🔥🔥

“Sell the destination not the journey… is not effective as most people would tell you,

Based on Theodore Levitt research…

Body: 🔥🔥

He suggests that if you really want your customers to buy from you, you gotta sell the hole not the drill

This is because that customers don’t buy products for their features but rather for the problems these products solve, or in this case to avoid dealing with bigger consequences that may arise if you don’t buy right now

People are more vulnerable to the fear of losing than the desire of gaining

They are all avoid a result of a negative outcome of not taking an action than a positive one if they were to take action

Humans tend to be much motivated to make a change towards a positive destination when there’s a negative consequence attach to it

Think about it, most people would more than likely to change their diet and start to eat healthy if they knew that they were going to die from obesity rather than their sheer desire to look good at the beach on a summers day…

Or for the same reasons we’d call a plumber if we had a leak… not because we want fancy new pipes but we don’t want water to spill all over our house or worse, having shit fall on our face when you’re asleep in the middle of the night - not speaking from experience or anything 👀

Conclusion:🔥🔥

So if you’re okay with being a psycho manipulator and you can’t make any sales… then maybe selling the hole instead of a drill, bring more attention to the consequences of a problem and focus on the pain points and then position your product as the solution to bridge the gap”

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