If you run a business, have you ever considered that your customers don’t actually care one bit about what you do? That’s right: in truth, the only thing the people who buy from you care about is what problems of theirs you can help solve.
This means that if you want to grow your business, you don’t need to get specific about describing your services and offerings. It’s too often companies get caught up trying appeal to customers by articulating the nuts and bolts of how they operate, which, in reality, is a waste of your time.
Instead, the best companies—the ones that stand out from their competition—don’t sell themselves by describing what they sell. Instead, they frame their existence as a SOLUTION for a customer’s problem, making the value of a purchase easily understood by potential customers. Once understood the commitment to purchase comes more easily.