Everyone knows the rule: “Don’t sell the drill, sell the hole.” Wrong. Well… sometimes wrong. Guy buying one drill to hang a picture? He wants the hole. The finished bathroom. The compliments from his wife. Guy buying 50 drills for his construction crew? He wants the drill. How fast it cuts. How long before it breaks. Whether his guys can use it all day without their wrists screaming. Same product. Different buyer. Different message. This is why most marketing sucks. One Ad for all audiences. Think about the ads that got you to buy a product. What made that ad special? Learn from what works. We memorize a catchy rule and spray it everywhere. “Benefits not features!” We shout, while the professional buyer rolls his eyes at our fluffy corporate copy about “transforming his life.” The homeowner doesn’t want specs. He wants to stop being the guy whose shelves fall off the wall. Know who’s buying and why they’re really buying. The busy parent buying protein powder read somewhere that it’s “healthier than energy drinks” and wants to stop feeling guilty about their diet. The bodybuilder wants leucine content and absorption rates. The startup CEO buying software wants to look smart to investors. The operations manager wants fewer support tickets. Stop copying your competitors. Start by understanding your customers.