All too often when someone asks about your business, you tell them your story. The problem with this is that it leaves the person with an understanding of who you are.

But your story is not the reason people buy.

Someone buys when they understand how your product or service fits into their story. This is the essence of marketing: weaving your product or service into the story of your clients’ lives.

Show your client or potential client how what you offer benefits them. They don’t need all your background, they need to see how they will benefit.