… when it’s a product… not funny? it shouldn’t be, let me explain:

A man walks into DIY Emporium, he looks at spades, he chooses one, buys it and leaves. A perfect sale, no problems …except that he didn’t want a spade…

What this man really wanted was a hole in the ground to plant some potatoes. He wanted to cultivate some easy vegetables to cook at next year’s BBQs. He wants to be able to tell his friends ‘I grew them myself’ and hear about how much better they tasted compared to store bought. He will feel proud and inspired to try tomatoes next year.

He is a little worried of course, what if he plants them in the wrong place? what if the ground is too wet/soggy/dry/cold/dark/light? What if it all goes wrong?

He has such a beautiful idea, but the spade doesn’t come into that dream anywhere. He didn’t really want it. He doesn’t care if it has a brown handle or a green one. He doesn’t care if it’s stainless steel or carbon fibre.

Are you selling spades or holes?
Do you show a picture of a spade or of big earthy potatoes?
Do you talk about the spade’s dimensions, colour, weight, portability, ergonomics or do you explain how much easier/quicker/better/deeper the resulting holes will be?
Do you package it with a trowel or rake? Or with planting instructions and yearly calendar? Shed building tips or even recipes?

No matter what we sell, we’re selling to people… REAL people and REAL people have REAL hopes, fears, dreams and desires. REAL emotions.

[spade photo courtesy of Lee Jordan]