According to Google, marketing is the action or business of promoting and selling products or services, including market research and advertising.
My definition of marketing is
“Sell the result to your customers.”
Clients buy products to get a job done. According to Harvard professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
People don’t want a lawnmower. They want a nice neat garden.
People don’t want a lesson on basketball. They want to be LeBron James.
People don’t want a dishwasher. They want clean dishes.
People don’t want a coffee machine. They want coffee.
Sell the end goal / the result not the features. Remember one of the habits from the 7 Habits Of The Highly Effective People? Begin with the end in mind.
When customers shop for a product, they are subconsciously shopping for a result not for a feature. Let me give you an example.
Assuming you are looking for a basketball course online, which course would you pick?
A. Online Basketball Training Course
B. Play Like LeBron In 7 Days
Course A sells a basketball course / the product.
Course B sells the result of a basketball course.
Here is another example.
Question 1: Would you spend $100 on a lawnmower or $300 for someone to cut the grass for you?
The result would definitely be split in between. Some of you will select the lawnmower. Some will hire someone else.
Question 2: Would you spend $100 on a lawnmower or $100 for someone to cut the grass for you FOR LIFE?
Now the answer is almost a no-brainer.
Here is the last example, I promise.
When Mark Cuban bought the Dallas Mavericks, he told them we are not here to play basketball. We are here to entertain the fans.
Would you go to a basketball match if you didn’t find it fun to watch?
Think about it.