When your small business is doing marketing, don’t emphasise the facts related to your products or services.

Instead, talk about the intangible emotions using your product or service will generate. Feelings like love, happiness, safety, trust, community. 

The reason you should focus on intangibles rather than facts in your marketing, is that facts get your customers in a ‘price frame of mind.’ But if you focus on intangible emotions, you’re getting them to focus more on value.