Sell the result, not the tool

Sell the result, not the tool

Sell the result, not the tool

By John Jantsch

decorating kitWe 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 Julie Magro pointed out this fine example from Amazon just as I was writing this post. 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?


Model for Marketing Maturity, Stage Three: Ignite
Marketing Podcast with John Jantsch on the Model for Marketing Maturity, Stage 3: Ignite This is the third episode in our three-part series on the Model for Marketing Maturity. Want to learn more? Check out the previous two episodes on Stage 1: Build and Stage 2: Grow. We’ve reached the third stage of the model […]
Model for Marketing Maturity, Stage Two: Grow
Marketing Podcast with John Jantsch on the Model for Marketing Maturity, Stage 2: Grow This is the second episode in our three-part series on the Model for Marketing Maturity. Want to learn more? Check out Stage 1: Build and Stage 3: Ignite. The idea behind the marketing maturity model is that every business needs to […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x