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Discussion: Sell the result, not the toolReported This is a featured thread

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ducttape
ducttape
Sell the result, not the tool
Dec 13 2007, 3:52 PM EST | Post edited: Dec 13 2007, 3:52 PM EST
We often get caught up in the whiz bang nature of the tools, products and services we offer, without stopping to think about what people really do with them.

Sometimes one of the smartest things you can do is take a tool and package it in new ways, with new names and uses - look no further than what they actually do, do with it and rename it that.

An alert Duct Tape Marketing reader pointed out a fine example from Amazon. Instead of a laser level and stud finder, this enterprising marketer is selling a “laser decorating kit.” Now I know people have used these tools as such since they were invented, but naming it made it unique and I suspect opened some sales doors.

What would stop you from packaging services and even processes in the same way?

Got any good examples to share? 8  out of 9 found this valuable. Do you?    

chrisaff
1. RE: Sell the result, not the tool
Jan 4 2008, 6:08 PM EST | Post edited: Jan 4 2008, 6:08 PM EST
Thanks for these tips. I agree that when it comes to marketing it's making the small changes and tracking the results that make the big difference 1  out of 1 found this valuable. Do you?    
ducttape
ducttape
2. RE: Sell the result, not the tool
Jan 5 2008, 9:17 AM EST | Post edited: Jan 5 2008, 9:17 AM EST
Yes, whatever gets measured, gets improved. Do you find this valuable?    

redjeffe
3. RE: Sell the result, not the tool
Mar 21 2008, 12:03 PM EDT | Post edited: Mar 21 2008, 12:03 PM EDT
What an interesting way to get people interested in reading! Book trailers are like movie trailers, but for books! You can find them all over the internet now, but here is a site that's featuring them on YouTube. http://www.youtube.com/booktrailers 0  out of 2 found this valuable. Do you?