I don’t care if your business makes a product or delivers a service, at the end of the day, people buy experiences.
That soap your company makes, may be delivering the experience of cleanliness. Your competitor’s soap, assuming it is marketed differently, may sell the experience of wakefulness. Another may sell the experience of confidence.
The car detailing service, isn’t selling a detailed car, they are giving people the experience of pride of ownership. That drug company isn’t selling a pill, they are selling the experience of relief.
No longer try to sell your thing. Instead, sell the experience. It is what people are buying after all.