[alangibson]

"People don't want drills, they want holes" - Guy that started a drill company who's name I forget

[dariusj18]

A businessman sells you the hole, marketing sells you the drill.

[nickelcitymario]

Can't tell if you're joking, but I think this is backwards?

[dariusj18]

I don't think it's backwards, though the term businessman might be swapped for something better.

[nickelcitymario]

I'm 99% sure the whole drill bit vs. holes analogy was created by a marketer. I could very well be wrong, but I've read it in countless marketing and copywriting books.

It's basically selling the benefit instead of the feature, which is what any half-decent marketer brings to the table. That's basically my simple idea of at least half of what I do as a marketer.

I'm curious though, and I don't mean this in a confrontational way at all. Why do you think marketers sell the bit vs the hole?