What you sell

Lets imagine that your oldest daughter is getting married soon and she asks your help in finding the right photographer for her wedding. Being the proud parent that you are, you want to help her in any way possible. After a full day of searching for the right photographer, a sign at the end of a dimly lit alley catches your eye. It reads: “Wedding Photos – Half Off”. One half of your heart (the non-sentimental, cheap part) leaps.

You quickly discover that for half as much as “the other guys”, you can get beautiful wedding photographs for your daughter. There is only one catch – a photographer does not actually come and capture the wedding. Instead, the “photographer” Photoshops your daughter into a wedding picture template.

The “photographer” agues that “once the wedding is all said and done, all you are left with is the photographs anyway. So who cares how you got them?” You leave disappointed.

Just like photographs are much more than paper and ink, what you sell is much more than your product. Think of your business and the entire experience that you provide your customers. I’m talking everything from the things that you normally think of (your actual products and your packaging) all the way to the things that we don’t always consider (your letterhead, the look of your employee parking lot, the courteousness of your receptionist, your hours of operation, the thickness of your customer policy manual) – anything and everything that interacts with your customers – that is what you sell.