What are you really selling?
Someone walks into Home Depot to buy a drill... what do they need? Holes! But think about this... Who is buying the drill? Is it someone who doesn’t own a drill and simply needs a drill to make holes in their wall? Or is this someone who needs the BEST drill to make holes in a surface that other drills can’t penetrate? Maybe a long-lasting battery? See the difference? To one person, “holes” is a simple concept, and this is the tool that makes holes. To the other, “holes” is a