The AI Marketing Strategies Any Business Can Use

The other day, I was chatting with a business owner about AI, and it got me thinking about an old marketing principle from Harvard's Theodore Levitt. He famously said, "People don't want to buy a quarter-inch drill; they want a quarter-inch hole." It's stuck with me ever since.

As someone who works in business coaching and consulting and AI, I'm seeing this play out in real-time. There's so much chatter about GPT and AI , but here's the kicker: most people aren't actually wanting AI itself. They're after solutions to their problems.

It's funny - AI can seem as confusing until you see it in action, making your life easier or your business more productive. I've noticed a lot of resistance to AI because it sounds like tech gibberish. People struggle to see how it fits into tackling their daily to-do list or worry it'll make them sound robotic.

But what if AI could be as straightforward as using a simple tool to tackle a specific problem? That's where things are getting interesting.

Smart software companies are catching on, companies like Canva and Zoom are weaving AI into their products in ways that feel natural and user-friendly. But where I see the most excitement from my clients and other business owners is with AI that is more specialized - think software that is problem or result specific, like tools for editing podcasts or whipping up video clips. These practical applications make the tech feel less daunting and more like a helpful assistant and business owners are signing up for multiple subscriptions that solve their problems and make things easier.

This shift in perspective is crucial. Nobody's clamoring for "AI" itself. They just want their problems solved! They're loving tools that automatically create podcasts or slice up videos for social media. Why? Because these tools deliver the "hole" - the solution they need - without harping on about the "drill" - the AI tech behind it.

So, what does this mean for us business owners? We need to shift gears. Instead of rattling off our services, we should be spotlighting the specific solutions we provide. It's not about what we do; it's about what our customers get.

This applies across the board. Are you selling the "drill" (your product features) or the "hole" (the solution to their problem)? Are you speaking your customers' language, or are you getting lost in jargon?

Here's a thought exercise: What "holes" are your customers trying to make in their lives or businesses? How can you help them get there faster, easier, or better?

Your challenge: Take a good, hard look at your business. What specific solutions - what "holes" - can you offer that your customers need, want and are willing to pay for? Forget about promoting your methods or processes (your "drill"). Zero in on the end result that'll make your customers' lives better.

Remember: sell the hole, not the drill. Your customers will thank you for it.

What do you think? How are you applying this principle in your business? Let's chat in the comments!

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