Comments on: Sell the result, not the tool http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/ Small business marketing blog Sun, 22 Nov 2009 02:06:52 -0500 http://wordpress.org/?v=abc hourly 1 By: Jim Smith http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/comment-page-1/#comment-192245 Jim Smith Sun, 09 Dec 2007 20:59:21 +0000 http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/#comment-192245 John: I totally agree and although the world started shifting from product orientation to customer orientation over two decades ago, some of us still bury ourselves in the feature function richness of our products as opposed to how they help the customer get rid of a particular pain that the customer is suffering from. John:
I totally agree and although the world started shifting from product orientation to customer orientation over two decades ago, some of us still bury ourselves in the feature function richness of our products as opposed to how they help the customer get rid of a particular pain that the customer is suffering from.

]]> By: John Jantsch http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/comment-page-1/#comment-192003 John Jantsch Sun, 09 Dec 2007 15:57:15 +0000 http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/#comment-192003 Lisa, "It simply struck me, from a marketing perspective, as a statement that was out of alignment with who you've demonstrated yourself to be here on your blog." thanks for noticing! Lisa,

“It simply struck me, from a marketing perspective, as a statement that was out of alignment with who you’ve demonstrated yourself to be here on your blog.”

thanks for noticing!

]]> By: Lisa Wilder http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/comment-page-1/#comment-191987 Lisa Wilder Sun, 09 Dec 2007 15:46:30 +0000 http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/#comment-191987 LOL! Thanks for the clarification, John. I suspected as much, and in that context, I agree. In fact, even if someone knows what a laser level is, I see nothing dishonest in packaging it in a way that highlights a particular use for a specific (perhaps untapped) market. I wasn't meaning to head down the much-wider and more complex path of the moral, ethical and philosophical aspects of the statement either. That's exhausting just thinking about it. It simply struck me, from a marketing perspective, as a statement that was out of alignment with who you've demonstrated yourself to be here on your blog. Thanks for taking the time to clarify the comment, John. I hope you're enjoying a lazy Sunday now that the Christmas lights are hung. LOL! Thanks for the clarification, John. I suspected as much, and in that context, I agree.

In fact, even if someone knows what a laser level is, I see nothing dishonest in packaging it in a way that highlights a particular use for a specific (perhaps untapped) market.

I wasn’t meaning to head down the much-wider and more complex path of the moral, ethical and philosophical aspects of the statement either. That’s exhausting just thinking about it.

It simply struck me, from a marketing perspective, as a statement that was out of alignment with who you’ve demonstrated yourself to be here on your blog.

Thanks for taking the time to clarify the comment, John. I hope you’re enjoying a lazy Sunday now that the Christmas lights are hung.

]]> By: John Jantsch http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/comment-page-1/#comment-190633 John Jantsch Sat, 08 Dec 2007 16:30:28 +0000 http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/#comment-190633 Lisa, Making you do a double-take from time to time is a good think I think! You did catch me on that statement. I was reacting to an earlier comment that claimed that he thought this kind of packaging was a tad dishonest because you were just calling something common by a new, fancy name to get more people interested in it. What I was trying claim is that if someone doesn't know what a laser level is (the truth) then it couldn't really be dishonest to repackage it as a decorating kit to appeal to them. Can you light without dark, can you know joy without sorry, can you . . .no I wasn't really meaning to head down any path that might get that deep. We could debate the moral, ethical and philosophical branches of the statement as they might pertain to the world as a whole, but I'm too tired from hanging Christmas lights for that right now. Lisa,

Making you do a double-take from time to time is a good think I think!

You did catch me on that statement. I was reacting to an earlier comment that claimed that he thought this kind of packaging was a tad dishonest because you were just calling something common by a new, fancy name to get more people interested in it.

What I was trying claim is that if someone doesn’t know what a laser level is (the truth) then it couldn’t really be dishonest to repackage it as a decorating kit to appeal to them.

Can you light without dark, can you know joy without sorry, can you . . .no I wasn’t really meaning to head down any path that might get that deep.

We could debate the moral, ethical and philosophical branches of the statement as they might pertain to the world as a whole, but I’m too tired from hanging Christmas lights for that right now.

]]> By: Lisa Wilder http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/comment-page-1/#comment-190527 Lisa Wilder Sat, 08 Dec 2007 15:15:43 +0000 http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/#comment-190527 You can't be dishonest to someone who doesn't know the truth?! That line made me do a double-take. My first reaction was that you couldn't possibly have said that. I must have read it wrong. But, no, I didn't read it wrong, so I'm going to guess that you didn't mean it in quite the way it sounds. Assuming that...I'd love to hear you expand on what you did mean when you made that statement. You can’t be dishonest to someone who doesn’t know the truth?! That line made me do a double-take. My first reaction was that you couldn’t possibly have said that. I must have read it wrong. But, no, I didn’t read it wrong, so I’m going to guess that you didn’t mean it in quite the way it sounds. Assuming that…I’d love to hear you expand on what you did mean when you made that statement.

]]> By: Matt L http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/comment-page-1/#comment-189697 Matt L Sat, 08 Dec 2007 03:34:11 +0000 http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/#comment-189697 Whew, at first I thought we were going to have to hear the drill and holes analogy again... nice recovery :) Whew, at first I thought we were going to have to hear the drill and holes analogy again… nice recovery :)

]]> By: MattT http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/comment-page-1/#comment-189138 MattT Fri, 07 Dec 2007 20:01:22 +0000 http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/#comment-189138 My first thought was, "Why would I decorate my laser?" My first thought was, “Why would I decorate my laser?”

]]> By: John Jantsch http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/comment-page-1/#comment-188850 John Jantsch Fri, 07 Dec 2007 16:34:20 +0000 http://www.ducttapemarketing.com/blog/2007/12/06/sell-the-result-not-the-tool/#comment-188850 That's it, I'm getting my wife one of these for Christmas - I'm taking the diamond stud earrings back to Tivols. That’s it, I’m getting my wife one of these for Christmas – I’m taking the diamond stud earrings back to Tivols.

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