branding & positioning

On Drills, Holes and Copywriting (Or Why Nobody is Buying Your Stuff)

On Drills, Holes and Copywriting (Or Why Nobody is Buying Your Stuff)

Ever heard of the saying, 

"People don't want to buy a quarter-inch drill, they want a quarter-inch hole."

- Theodore Levitt, fancy economist and low-key marketing guru

I can't get enough of that quote.

As a copywriter, I find myself explaining this idea to my clients - a lot.

Sometimes I even chant it quietly over my coffee mug as I get ready for the day. 

... I may even get it tattooed on my forehead in an empowering, hand-written cursive font.

Because when it comes to writing great copy - the kind of copy that grabs people by the guts and won't let go until they click or buy - you simply cannot forget the hole.

Why holes = more sales (I promise this isn't dirty)

Unless you want your customers to hit snooze on your next sales message, we need to talk more about holes... ahem... your customers' holes (that is, their problems and what they actually want)...

...instead of what most people do: talking about yourself, your business, and your process/unique method/fancy expertise.

Hint: this isn't good. And it's the reason nobody is buying your stuff.