At a Lunch & Learn session (offered by Nelson Tasman Business Trust) business mentor Anne Harvey talked about the importance of understanding the difference between what you DO, and what your clients BUY.
As an example, I sell copywriting and editing services, but my customers are buying clarity and access to new clients.
Anne was providing childcare services, but her clients were buying peace of mind. Once she understood this, she changed her whole marketing strategy to focus on creating this peace of mind for parents.
She invested in more staff to be available to personally talk with parents during the drop off and pick up times and spent a lot less on advertising.