One of the most important elements to attracting potential clients is that they understand what you are offering. If they don’t have a clear idea of what you can do for them they won’t know why they should use your service or product. For complicated services, one of the best ways to convey what you do is to tell a story about one of your customers.
To craft your story, keep it simple. Your story should tell what the customer’s problem was, what you did to solve it, and what the result was. Stay away from jargon and buzzwords. If what you do is very complicated or unusual, use an analogy to compare it to something your audience is familiar with.
Telling a story can make explaining your business much easier, which in turn makes it simpler to land new clients.