“Nobody who 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”

                                                 Perry Marshall

Well here is what that means (by Mike Dillard):

One of the most important lessons I learned during this discovery, is that our product is not what you and I, as networkers, really think it is. 

Understand this: People don't care about your opportunity. They just don't. 

They haven't been waiting all of their lives to be a XanGo rep, so why should it surprise you when they say 'no thanks'?

What they DO care about, is finding a solution to their problem. Whether that be a lack of money, or time with their family, etc... 

Your job is to position your opportunity as the solution to that problem. But! YOU'VE got some hurdles to jump over in order to do that successfully:

Hurdle 1: You can't sell.

Hurdle 2: People hate to be sold.

Hurdle 3: They will rarely see you, a complete stranger, as anything more than a sales person trying to get into their wallet.

The SOLUTION to your problem, is in the quote above, and here is what it means...

"Nobody who bought a drill, actually wanted a drill." - You didn't buy your MLM business because you wanted an MLM business. 

"They wanted a hole." - You want more money, time, etc... 

"Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills!" - People don't want your biz, and don't like to be sold (they like to buy!). So the BEST way to get them to buy your drill (your biz), is to provide information on how to successfully create a hole (reach their goal).

In other words, you want to get your prospects to sell THEMSELVES on using your opportunity as the tool with which to accomplish their goals.