This might sound controversial, but a lot of small businesses don’t know what they’re selling. 

You might think you do, but you don’t. What you actually sell isn’t your product, but the product behind the product.

For example, if you run a hardware store, you might think you sell drills. You don’t. What you actually sell is holes. Your customers aren’t buying drills because they want drills. They are buying drills because they want holes. 

When you’re doing marketing, don’t fall into the trap of talking about your product. Rather focus your marketing on the product behind the product.