Marketing to Brides: Stop Selling the Drill. Sell the Hole.

I just love love this analogy that I’ve heard over and over again. It was first coined by MLM expert Mike Dillard. This is what he says: “Nobody who ever 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!” So many people out there in the wedding industry (including you, I’ll bet) are marketing to brides and advertising the drill and not the hole. You MUST stop doing this.

It seems obvious to market, advertise, and sell what you do and your process of doing it, but that’s not what your brides want to buy. Your brides are buying the results they desire. For example, brides don’t want a wedding planner, they want to save money, time, and enjoy planning the wedding. Brides don’t want a photographer, they want to see the story of their wedding in a way that helps them relive that experience. Brides don’t want a DJ, they want to see all their friends and families on the dance floor all night long having the best time ever! And so on…

Always market the results. Market what brides get as a result of working with you. That’s all you need to focus on. This is what will make a bride want you, regardless of what you charge.

Dale Carnegie (in How to Win Friends and Influence People) calls this creating an ‘eager want’ in your clients. Your biggest responsibility is to figure out what brides want beyond what you do. Determine what is the underlying motive that makes brides buy and they’re sold!

So stop selling the drill and start selling the hole.

© 2008-2011 Natalie Bradley,

About the Author:

Natalie Bradley,

After owning and operating one of the most successful wedding planning businesses for 6 years at a very young age, Natalie was asked by hundreds of wedding professionals to teach them how she rose to success so quickly and easily. From that, the Bride Attraction System was created, and Natalie has now become known as the Bride Attraction Expert, educating thousands of wedding professionals all over the world on how to attract more brides, make more money and have more freedom to enjoy it. Make sure to get your free audio course on “How to Close the Sale Without Fail” at

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