How mediation marketing is like a hole in the ground

There’s an old marketing story about selling shovels.

Some marketers sell shovels by focusing on features: The strength of the shovel, the comfort of the grip, the weight of the item, the durability of the materials, the beauty of the design.

The smart marketers sell shovels by focusing on the benefit they create. So they focus on the holes buyers want to dig, not the shovel they want to sell.

When you market your mediation services, are you selling shovels or holes?

Copyright © 2007 by Tammy Lenski. All rights reserved.
Photo credit: Ronald Putnam