When marketers or corporate leaders talk about what you do, you focus on the stuff: 

You describe your products.

You tell people what they can buy from you.

You lay out features, specification, and technical details.

You talk about process, system, approach, theory, background, and competitive advantages versus your competition.

But ask your customers what they like best about working with you — and why — and they’ll tell you some of the following:

They trust you.

It feels good to do business with you.

You save them time, meaning you make them more productive.

You save them money, meaning you make them more profitable.

You make them money, meaning you help them grow, and, frankly, you help make their dreams come true.

Which set of descriptions do you like better, the former or the latter?

Which do you think is more compelling to your market?

Which do you think will sell more of your products or services?

How do you market the emotional messaging your customers give you?

You don’t. You let your customers say it.

Capture their language, testimonials, case studies, and stories, and then communicate them to the world.

It’s more powerful and effective — exponentially so! — than anything you and I can come up with.