I’m working with a client who is choosing images for her website, she’s worried that they need relate exactly to the services she offers. Maybe you do too?

When Grace comes into your salon to have her legs waxed she doesn’t usually ask what kind of wax you use. You might think what she needs is to be hair free, but what she really wants is to look sexy on the beach this weekend. Joe doesn’t care much about the work that goes into coding that ’hire me’ graphic for his website. He just wants you to make him look more professional, so he can afford that holiday on the east coast next summer.

Although your energy goes into the process, what your customer is buying are the results. When was the last time you thought about the hard labour of the honey bee when you took a bite out of your toast?

Don’t be afraid to tell people the story of your business in a different way, a way that other businesses choose not to. Practice the art of selling people what they really want. You might be surprised by your results.

Image by TW Collins.