I’m isolating this question and throwing it out to you.
Have you ever thought thought about what your customers might be secretly hoping for?
If you’re a photographer, your client might be secretly hoping that you’ll capture their true essence. If you’re a language teacher, your client might be secretly hoping that they’ll reinvent themselves and settle in Sicily. We never ‘just’ buy products or services. We buy how we imagine they’ll make us feel.
No matter what your business is, your customer has secret hopes. Maybe it’s a simple as making someone feel calmer.