“There were over 35 million electric drills sold last year.  95% of those people didn’t want a drill…they wanted a HOLE.”

Casey Combden

A brilliant thought that.  I first heard it about 15 years ago and it made a big impact on me about the power of living with an ‘End in Mind’ focus.  It’s remained virtually unchanged in my brain…until last night.

I’m a sucker for punishment and I enjoy a good laugh so at about 7 last night I found myself on a teleconference with Frank Kern.  That dude is Reality served up steaming hot with a side order of the Far Side.  I’ve mentioned Kern before, I know, cuz I think he’s a freakin’ genius.  Last night was no exception.

I’m kind of a ‘nugget’ listener.  I don’t always get ALL of the content in a presentation, but I will latch onto a key concept like a fat kid on a Baby Ruth.  This time the concept was PDE:  Primary Driver Emotion.

Meanwhile, back to the drill…

We tend to look at our ’stuff’ as the solution to some kind of problem our prospect has (hopefully…let’s face it if nobody needs it, you’ve got a bigass job ahead of you...hmm apparently bigass IS a word…who knew?).  So when we’re talking with them we focus, if we’re smart, on the solution to that problem and show them how our ’stuff’ will fix it.

Simple right.  Marketing 101.  Let’s peel the onion…

Fixing the problem isn’t really the result the prospect is looking for.  They are looking for the FEELING they will get when they solve it.  That, my friends, is GENIUS!!!

Not only is it NOT your stuff, it’s also not what your stuff does.  It’s how they feel after your stuff does it’s stuff!  (…don’t know about you but I think I need to start writing earlier in the evening…).  For example, when you come here I hope you have a little fun, don’t take yourself too seriously (God knows I don’t) and learn something that can give you a little PDE of your own…and if you happen to link me to that good feeling, hmmm…could be good for business.  Give it a shot, it just might work.

And that’s all I have to say about that

Phil Hughes

philhughes.tv

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