I recently read this in one of those longgggggg sales letters.
It made sense!
Nobody who bought a drill actually wanted a drill.
They wanted a hole.
Therefore if you want to sell drills, you should advertise information about making holes - not information about drills!
Perry Marshall
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Dan Surface is a regular speaker and Coach to many of the Nation's leading Associations and Corporations. His topics are all outcome based as he works to get bottom-line results within the organizations with his customized talks and group coaching sessions.
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