People don’t buy the drill – they buy the hole.

In other words, when customers come into your small business they’re not looking for the products or services you provide. Rather they want the solutions those products or services deliver. That’s what’s valuable. 

Marketing works better when there’s less talk about drill specs and more talk about the family photos you can hang in the holes.

So in your marketing, stop talking about what you sell and its features. Instead, focus on the benefits and the problems you solve.