There’s so much conversation around how to talk about your business. The words you should use. The story you should tell. The way to position what you offer so that it fits a market or creates demand. All of that can be helpful, but it’s not where things begin.

They begin with the work.

The jar of hand-poured balm that smells like home. The stone you turned into a ring that catches the light in the quietest way. The words you wrote when no one was watching. The thing that exists because you chose to make it real.

Before the strategy. Before the sales page. Before the brand. There is the work of making. And often, that’s where the clearest connection begins.

When we focus too much on finding the perfect way to describe something, we risk stepping away from the very thing that gave it meaning. The work itself. The process. The care that goes into it. That’s what people respond to. Not just the words about it, but the sense of something considered and intentional.

It can feel like you need to have the language figured out before you’re allowed to share what you do. But the truth is, sharing the work is how the language often arrives. When people see, hold, or experience what you’ve created, and you talk about it with passion, their response becomes part of the conversation. It gives you clues. It shows you what resonates. That feedback loop begins with something being seen.

This doesn’t mean avoiding words or holding back from telling your story. But it does mean giving your work the space to lead. Let the thing you made have a voice. Let it sit at the front of the room, even before you’ve written the speech.

There’s a quiet confidence in that. A sense of knowing that what you’ve created holds value, even without needing to explain it in ten different ways. You’re not trying to push it forward. You’re offering it with care.

Over time, as you keep sharing, the way you talk about your creations will become more natural. You’ll find the right words not by forcing them, but by listening to what your work already says. And by noticing how it makes you and other people feel.

You'll perhaps start talking about why you chose that stone, how that blend made you feel when you first discovered it, sharing your excitement about the way your product catches the light. That kind of thing is infectious.

I think if a marketing expert tells you to focus on sharing features and benefits, they've perhaps not realised you are selling something uniquely yours. You'd perhaps have to resort to the usual features and benefits talk if you were selling the same thing as other people sell, but personally I think when you've created something so creative, so uniquely yours, you can simply focus on it being completely epic and spread the joy of that wonderful creation to anyone who will listen.

So if you’re unsure how to talk about what you do, or where to begin, start here.

Show the work.

Let it speak.

The rest will come.