The most common response I get from people who are concerned about marketing is, “I don’t have a product”. Maybe you offer a service of some type. Maybe you are a consultant. From a marketing perspective, “RESULTS” is your product.
Are you a “coach”, prove to me your system works with statistics. Promise me certain results in a certain period. Create a defined result that’s measurable and beneficial and proven. That is your product, scope, and benefits.
Are you afraid to make promises of profits or success? Write promises that are in YOUR power to deliver. You can always guarantee that you will do high quality work and the customer will receive certain processes, analyses, and reports. Your service just became your product.