You’ve probably heard the old marketing lesson: People don’t want a quarter-inch drill. They want a quarter-inch hole.<\/p>\n
Fair enough. But what makes you think they want the hole?<\/p>\n
Suppose a homeowner buys a drill to hang family photographs. The hole is simply a necessary step toward making his new house feel like home.<\/p>\n
Another homeowner buys the same drill because he’s tired of paying someone else for minor repairs. He wants independence.<\/p>\n
A third wants to build a workshop. He’s pursuing a hobby he’s dreamed about for years.<\/p>\n
Same drill. Three different motivations.<\/p>\n
Now imagine writing three advertisements.<\/p>\n
\ud835\uddd4\ud835\uddf1 #\ud835\udfed: “Finally, Get Those Family Photos Out of Their Boxes and Onto Your Walls.”<\/p>\n
\ud835\uddd4\ud835\uddf1 #\ud835\udfee: “Stop Paying a Handyman for Jobs You Could Finish Yourself.”<\/p>\n
\ud835\uddd4\ud835\uddf1 #\ud835\udfef: “Build the Workshop You’ve Always Wanted.”<\/p>\n
Each advertisement sells the same tool, but appeals to a different desire.<\/p>\n
Which one would work best?<\/p>\n
Here’s where professional judgment matters.<\/p>\n
You can’t discover what customers want by dreaming up increasingly profound explanations for their behavior. All three motivations sound plausible. That doesn’t establish which one actually drives purchases.<\/p>\n
Read customer reviews. Interview buyers. Examine the situations that triggered their purchases. Listen for what they were trying to accomplish and why it mattered.<\/p>\n
Then look for patterns.<\/p>\n
Sometimes the strongest appeal is emotional. Sometimes customers simply need a drill that won’t burn out halfway through a job.<\/p>\n
\ud835\udde7\ud835\uddf5\ud835\uddf2 \ud835\uddf1\ud835\uddf2\ud835\ude00\ud835\uddf6\ud835\uddff\ud835\uddf2 \ud835\uddef\ud835\uddf2\ud835\uddf5\ud835\uddf6\ud835\uddfb\ud835\uddf1 \ud835\ude01\ud835\uddf5\ud835\uddf2 \ud835\uddf1\ud835\uddf2\ud835\ude00\ud835\uddf6\ud835\uddff\ud835\uddf2 \ud835\uddf6\ud835\ude00 \ud835\ude04\ud835\uddfc\ud835\uddff\ud835\ude01\ud835\uddf5 \ud835\uddf3\ud835\uddf6\ud835\uddfb\ud835\uddf1\ud835\uddf6\ud835\uddfb\ud835\uddf4. \ud835\uddd5\ud835\ude02\ud835\ude01 \ud835\ude06\ud835\uddfc\ud835\ude02 \ud835\uddf5\ud835\uddee\ud835\ude03\ud835\uddf2 \ud835\ude01\ud835\uddfc \ud835\uddf1\ud835\uddf6\ud835\ude00\ud835\uddf0\ud835\uddfc\ud835\ude03\ud835\uddf2\ud835\uddff \ud835\uddf6\ud835\ude01 \ud835\uddef\ud835\uddf2\ud835\uddf3\ud835\uddfc\ud835\uddff\ud835\uddf2 \ud835\ude06\ud835\uddfc\ud835\ude02 \ud835\uddf0\ud835\uddee\ud835\uddfb \ud835\ude00\ud835\uddf2\ud835\uddf9\ud835\uddf9 \ud835\ude01\ud835\uddfc \ud835\uddf6\ud835\ude01.<\/p>\n
RW<\/p>\n
.<\/p>\n
.<\/p>\n
.<\/p>\n","protected":false},"excerpt":{"rendered":"
You’ve probably heard the old marketing lesson: People don’t want a quarter-inch drill. They want a quarter-inch hole. Fair enough. But what makes you think they want the hole? Suppose a homeowner buys a drill to hang family photographs. The hole is simply a necessary step toward making his new house feel like home. Another […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8,4],"tags":[],"class_list":["post-708","post","type-post","status-publish","format-standard","hentry","category-buying-psychology","category-copywriting"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/708","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=708"}],"version-history":[{"count":2,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/708\/revisions"}],"predecessor-version":[{"id":710,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/708\/revisions\/710"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=708"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=708"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}