The Old Lady and the Furnace

18 January, 2023

There’s an old marketing parable that goes like this:

One winter, an old lady walks into a store to buy a new furnace. The salesman points at their newest model and immediately jumps into a monologue about the product.

He goes on and on about the furnace’s high BTU rating, its special metal alloy, and the horsepower of the blower.

When he finishes, the woman simply says: “That’s nice, honey, but will it keep an old lady warm?”

Always remember to keep your focus on your customer’s real-life experience, not product details.

About the Author

Billy Broas

Billy is the founder of The Five Lightbulbs®.

He got into marketing his late 20's, when he left his career at an engineering company to run his online business. He’s consulted on messaging to top entrepreneurs, including Tiago Forte, Ryan Deiss, and Leila Gharani.

Billy lives in San Diego with his wife, their two children, and an abundance of tasty Mexican food.

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