Here’s a great quote from Donald Miller: “Everything you sell is medicine. If it’s not medicine, it ain’t selling.” 

What that means is that your small business exists to solve problems. And If it isn’t solving problems, why would anyone want to do business with you?

So when you are doing your marketing, you need to emphasise the problems you solve rather than the products you sell. 

In other words, convince your customers that you don’t have products or services – you have medicine.