Contact us

We'd love to hear from you!

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form :(

Find us

Kirk Loftin


Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
The Why of Marketing

If there’s one universal truth about marketers, it’s this: we’re all trying to sell something. It might be a shiny new product, a service to a business, or a political candidate, but it’s all about sales, right? Not quite, because marketers need to understand it’s not just about selling something. Understanding what your audiences really want is vital to your success. 

Seth Godin’s book This is Marketing is a great primer for some basic concepts in marketing. He dives into the why of marketing much more than just the short-cut how of it. A lot of marketers want a to-do list they can follow, but without taking the time to truly dig in and understand the inner workings of marketing, success can never be maintained long-term. In the book, he goes into the “drill bit” idea:

“Harvard marketing professor Theodore Levitt famously said, ‘People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.’ The lesson is that the drill bit is merely a feature, a means to an end, but what people really want is the hole it makes. But that doesn’t go nearly far enough. No one wants a hole. What people want is the shelf that will go on the wall once they drill the hole. Actually, what they want is how they’ll feel once they see how uncluttered everything is, when they put their stuff on the shelf that went on the wall, now that there’s a quarter-inch hole. But wait… They also want the satisfaction of knowing they did it themselves. Or perhaps the increase in status they’ll get when their spouse admires the work. Or the peace of mind that comes from knowing that the bedroom isn’t a mess, and that it feels safe and clean. ‘People don’t want to buy a quarter-inch drill bit. They want to feel safe and respected.’ Bingo.” - Seth Godin, “This is Marketing” (page 20-21). 

But you could even take this even further. Maybe people are after the fact that they saved money doing it themselves rather than paying a professional. Maybe it’s the feeling of satisfaction of checking off one more thing on their to-do list. People’s emotions and reasonings can be infinite, but they basic idea is that no matter what people want on the surface, there are certain emotional/logical undercurrents driving those surface-level wants. 

So, how do we use this is marketing? The first step is to actually think backwards. The ending solution to your customer or client’s problem is whatever you’re marketing. Whatever your product or service is, rather than “you need this product,” your message should say “you need the feeling you get after using this product.” You don’t say, “buy our planner.” You say, “help your productivity and organization by utilizing a clear-cut planner to keep your schedule straight in a single, easy-to-find place.” Or, be even more direct. “Our planner gives you the peace that comes with being organized, relieving your stress and helping you succeed.”

Marketers need to get away from the attitude that we merely sell things, but rather that we’re offering solutions to people’s problems. We’re providing a means to an end, a way to reach our audience’s goal of stress relief, organization, or feeling of accomplishment (or whatever else). We’re the ferry offering to take them across the river to get to the other side. We’re here to help, plain and simple, not be pushy salespeople. If you find success that way, you won’t keep clients. And if you try it and don’t find success, well, the last thing you want is for your clients to start calling you “Gil Gunderson.”

OTHER blogs

Check Out More Posts

The Top 5 Videos You Should Use to Kickstart Your Marketing Campaign

When it comes to content marketing, video usually gets the best response. Videos are one of the most profitable digital marketing tools.

Control Shift Video is a Top Minority & Women-Owned B2B Company for 2020

We are honored to be recognized among the leading minority-owned companies on Clutch! Additionally, Control Shift Video has been ranked as one of the leading women-owned companies on Clutch!

Elevate Your Virtual Networking Game With High-Quality Marketing Videos

While the COVID-19 era has brought about many hardships, it has paved the way for wearing comfortable pants

VFX Can Save Your Marketing Budget Thousands of Dollars

High performing marketing videos can make or break your campaign. The hours it takes to create just the right video to resonate

3D Animation & Social Media Go Hand In Hand

When it comes to social media in 2020, it can feel like it is nearly impossible to break through the wall of COVID-19 stories and animal videos.

How To Capitalize on Sales Demo Videos

Sales demo videos are an exceptional tool at every business’ disposal that can be used to sell its product at any hour of the day. You can nurture your leads during business hours

3 Ways Those In Real Estate Can Benefit From Drone Videos & 360 VR Tours

The COVID-19 era has presented many challenges, especially in real estate. With drone videos and 360 virtual reality tours, it is possible to buy and sell homes online with ease. In this blog, we will go over the top three ways

The Top 5 Smartphone Video Production Tips You Need

Filmmaking changed forever when our phones turned into video-ready cameras. Before smartphones came standard with high-end cameras, we had to either outsource our video production or rent expensive gear.

3 Ways 3D Animation Helps Sell More Products

If a picture is worth 1,000 words, how many words do you think a 3D animation of your product/service is worth?

5 Tips To Get More Comfortable Speaking In Videos

When the focus is on you, it can feel a bit intimidating if you aren't used to being in the spotlight.

How To Engage Your Audience With Video Production During COVID-19

With a good script, bit of humor, and iconic brand voice, businesses can engage with their audience via video production and build a better following.

7 simple steps to mastering the art of explainer videos (even if you have no video experience)

Explainer videos are a powerful video marketing tool for informing your clients, consumers, or shoppers about your product or service by explaining the benefits, processes, or information most relevant to them.

3 Essential Remote Work Apps for Marketers and Creatives (and some good alternatives)

When we first set up our video studio in Houston, Texas, we wanted to do it right: with apps that allow our team to work from home while still maintaining the highest quality creative in our videos. 

5 Common Video Marketing Mistakes and How to Avoid Them

With ever-shrinking attention spans and hundreds of hours of free video uploaded every minute,

Four Tips for Writing Your Own Video Script

Writing your own script can be a bit daunting, but having the skills to map out your story with text as well as visuals will serve you time after time.

How the Coronavirus Affects Houston

By now, you’re probably sick of hearing about COVID-19 (Coronavirus). As a major port and metropolitan area, Houston is no exception to the spread.

Why Your Videos Aren't Getting More Views

You’ve poured your heart and soul into creating an amazing video. You know it’s great, and now you need the world to know it’s great.

Three Tips for Elevating Your Motion Graphics Video

If we know one thing to be true about freelance and small-business life, it’s sharing is caring. Proppingup your creative community with tips and tricks is one way we support each other and keep ideas fresh.

Best Houston Events for Marketers

A great rule of thumb in marketing (and life) is to double-down on what’s working and cut out everything else.

6 Simple Ways to Optimize Your LinkedIn Presence With Video 

Why LinkedIn? As a fellow human being living in 2020, chances are you’re “on LinkedIn.”Like Dolly Parton, you’re also probably trying your darndest to put your best face forward.