What do I sell, and who's buying?

You sell a transformation, not a service, and you sell it to one specific kind of person. When you can say both in one sentence, getting work stops being hit or miss.

These are the answers we’ve worked out on Businessing and in the Small Business Owners Community. If you only read one, start with the first.

Start here: What do I sell, and who’s buying?

Every answer on this

• What do I sell, and who’s buying?
  How do I say what I sell and who it’s for in one sentence?
• How Do I Explain What I Sell Without Losing People?
  My offer is complicated. How do I explain it without losing people?
• How to position your business against competitors
  How do I stand out when everyone does what I do?
• Your Unique Selling Proposition Should Be Your Best Ownable Idea
  What makes someone choose me over everyone else?
• Observe the Masses and Do the Opposite: Finding Your Differentiator
  How do I find what makes me different in a crowded field?
• Should You Niche Down More? Why “Too Narrow” Might Be Your Competitive Advantage
  Is my niche too small, or should I go narrower?
• Service Businesses: It’s Go Time (Why You Need to Specialize NOW)
  With AI doing general work, should my service business specialize?
• Why Firing Half Your Potential Clients Can Help You Grow
  How do I pick an ideal client instead of serving everyone?
• How To Name Your Product
  What should I call my product so people get it right away?
• How to monetize your slow hours
  Who could buy what I sell during my dead hours?
• How to Recession-Proof Your Small Business: The 4 Buying Motivators Framework
  Will customers cut what I sell when money gets tight?
• How Do I Describe What I Sell So People Actually Buy?
• How to explain what your business does so people remember it

From the show

• What Should I Say When Someone Asks What My Business Does? (March 19, 2026)
• How Can I Make My Customers Happier Without Changing My Product? (March 18, 2026)
• Can You Niche Down Too Far in a Service Business? (February 10, 2026)
• How to Make Your Small Business Stand Out From the Crowd (February 3, 2026)

Questions owners ask

How narrow should my niche be?

Narrower than feels comfortable. You don’t need millions of customers, just enough to fill your calendar, and the more specific you are, the more likely you are to be the answer when someone searches for exactly what you do. Read: Should You Niche Down More?

How do I find what makes my business different?

Look at what everyone in your field does, and do the opposite. That’s usually where your differentiator is hiding. Read: Finding Your Differentiator

What’s the difference between selling a service and selling a transformation?

A service is what you do. A transformation is what your customer gets when they buy it, and that’s what people pay for. Read: What do I sell, and who’s buying?

More topics: Getting clients · Pricing · Money · Hiring and handing off · Time and burnout · Keep going · AI

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