Nobody buys a nail.
That’s part of an old copywriting saying.
“Nobody buys a nail… they buy a hole in the wall.”
We aren’t selling leather, metal, glass, all these materials that make up a car. We’re selling the performance, the identity, the status that comes from owning a Rolls-Royce.
With me so far?
It also applies to consulting.
One of the biggest tragedies I think is that a lot of us don’t really know what we’re selling… so we’re shooting ourselves in the foot.
Sure… transactionally, you might be selling x amount of work.
Or Y amount of hours spent consulting.
Or your expertise.
But that’s not what you’re REALLY selling.
And that’s not what people are buying.
I’ll break it down in the video: