People Don’t Buy a Service. They Buy a Solution.
Ever feel like you’re doing all the “right” things in your business, but something still isn’t clicking?
You’ve got the offers, the website, the Instagram posts. You’re showing up, delivering value, even getting the occasional inquiry. But deep down, it’s not flowing the way you hoped.
It’s easy to assume something must be wrong with your pricing, your strategy, or even you.
But often, the issue isn’t your service. It’s how you’re framing it.
The thing is that people don’t buy services. They buy solutions.
And the moment you make that shift? Everything changes.
From “What I Do” to “What They Need”
Let’s say you’re a virtual assistant. You offer inbox management, scheduling, and admin support. This is a great business, but the issue there are so many other people that do the same.
Now instead of saying what you offer, imagine this instead:
“I help overwhelmed solopreneurs reclaim 10+ hours a week so they can finally focus on growing their business, not buried in the backend.”
See the difference?
One lists tasks. The other speaks to relief, freedom, and a clear outcome.
Clients don’t want services. They want solutions to the problems keeping them stuck. They want ease, clarity, time, momentum.
When you learn how to frame your work around what really matters to your clients — that’s when your message starts to land.
It’s not just about taking photographs but helping your clients be seen…
The Reframing Breakthrough
I worked with a creative business owner who was struggling to get traction. Her offer? Beautifully designed branding packages. But her messaging focused on features- “3 logo concepts, brand mood board, colour palette.”
It looked great, but it didn’t connect.
In coaching, we explored her clients' real desires. What were they actually buying?
Confidence to show up online. Clarity in how they presented their business. A brand that finally felt like them.
So we reframed everything. Instead of selling branding, she started selling brand identity that makes people feel seen and remembered.
The result? More inquiries, higher conversions, and the best of all, more alignment.
How Business Coaching Helps You Reframe
Sometimes, when you’re in your business, it’s hard to see the forest for the trees. That’s where coaching comes in.
A business coach helps you:
Identify the real transformation behind what you offer.
Get clear on who your work serves and why it matters.
Rewrite your messaging so it resonates deeply (without sounding salesy).
Build confidence in owning your expertise.
It’s not about throwing out everything and starting over. It’s about making strategic, intentional tweaks that connect the dots between what you do and what your audience really wants.
Start with a reframe
So, if you feel like your business isn’t working the way you hoped, don’t assume you need a full overhaul.
Start with a reframe.
Look beyond the “what” and speak to the “why.”
People want to feel understood. They want to trust that you get their struggle — and have a way forward.
You’ve already got the skills. You already provide the value.
Now it’s time to speak their language, and watch what happens.
Pictures from Unsplash.
