Feelings are an important part of selling.
I sell freedom. Yes, freedom. I also offer, at affordable rates, self respect and dignity. For free I throw in stability and piece of mind.
Can you describe your product without actually mentioning the product?
Hugs leave a lasting impression
People buy “things” and services. But what are they really buying? Convenience or Style maybe? You are selling or providing something to your customer that they do not have. They choose to buy it from you because they believe your product or service will give them the feelings, skills or convenience that they cannot provide for themselves.
Make sure you focus on the feelings you are selling. You might not remember something your grandparents said decades ago but you remember how they made you feel when you received a cookie or a hug. That feeling lives on with your customers as well.
Reiter Thinks 
Interesting idea Matt! I can do it for some of my services and for the others you have given me food for thought.
You write short posts that breed long thoughts. Nice.
Kate
Kate,
I bet no one walks out of your seminars feeling poorly. I think it’s safe to assume that they walk out feeling inspired and confident.
Having never had the pleasure to attend your seminar, I assume that you provided them with the warm and fuzzy feelings and emotional tools that inspire them to be better. Pure Genius. And that has great value!
Matt