Imagine going to a farmer’s market on a crisp Saturday morning.

The buzz of shoppers, families, artisans, vendors.

Produce, flowers, and delicacies abound.

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Now imagine that same market where each vendor’s table is empty.

Much like a career fair or trade show, each rep is eagerly ready to tell you about:

• how lush their crop is this season
• how ripe their produce is
• the longevity of their fresh-cut flowers

But you can't see it, touch it, taste it.

Even with the most compelling story, you’d be taking a leap of faith to buy from them, even if you were in desperate need of what they were describing.

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Then you come across the one vendor who’s taken a different approach.

She’s brought stacks and stacks of her bright red, ripe strawberries.

The stark contrast vs. the other vendors allows you to see her stand from across the market.

You see others leaving her stand with their purchase. A bit of envy creeps in.

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When you get to her table, she might start describing her crop, but truth be told you’re already bought in.

In fact, you’re now just eyeing which bunch to select, or perhaps how many.

The next vendor over sees you walk away from her stand, happy with your strawberries in tow.

He starts to rethink his approach for next Saturday.

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As an expert, you sell an invisible product. At a massive farmer’s market.

You can describe it all you want, but making it tangible is what can really set you apart.

💡

-Wes