Prospects don’t want your service. They don’t want your plan, your advice or your stocks. They don’t want to achieve a certain goal (most of us don’t actually set concrete goals very often — that’s what you’re for).
When it comes down to it, they don’t want any one thing — they want to be something. They want to be somewhere that’s better than where they are now, and the most they want from you is to get them there.
You are the means, not the end.
One of the best things you can do is to portray those two things: where they are now, and where they could be. That’s what your story really is — it’s the dream of getting from the shore they’re standing on, to the beach on the other side of the water.
If you can paint a picture of those two shores well enough, they won’t just buy a service or product, they’ll buy into a promise for the future.
Though it seems strange, what you actually sell them is incidental. It’s the boat, the route and the oars, and it’s independent from your story. The best, most loyal clients are the ones who identify so well with this picture that the actual service or product is of little importance in comparison.