People rarely buy the thing you sell. They buy what it does for them. Work out that real job, and you stop listing features nobody cares about and start speaking to the reason they are actually here.
The business professor Clayton Christensen put it well: customers do not really buy products, they hire them to get a job done (Christensen and colleagues, Know Your Customers’ Jobs to Be Done, Harvard Business Review). Nobody wants a drill for its own sake; they want a hole in the wall. The economist Theodore Levitt made the same point decades earlier and it has never stopped being true.
Father’s Day shows it plainly. Hardly anyone really wants another mug or another pair of socks for Dad. The job they are trying to get done is “show Dad I thought about him, without making a fuss”. So the shop that sells them that feeling, a good table, a proper shave, a day out, beats the shop that just lists products. You can see this on the Father’s Day run-up: work out the job, and sell straight to it.
This works every day, not just on gift days. A parent buying a babyccino in the summer holidays is not buying a warm milk. They are buying twenty minutes of peace while the children are occupied. A man booking a barber before a wedding is not buying a haircut. He is buying the quiet confidence of looking right on the day. Same products, but the real purchase is the outcome.
So ask yourself, for each of your main lines: what is the person actually trying to get done? Not what is it, but what does it fix, save, avoid or make possible for them? The plumber does not sell a new boiler; he sells a warm house and no more worry about the old one dying in January. Write that down for the things you sell most.
Then let that reshape your posts. Instead of “new boilers fitted”, try “stop dreading the cold snap, a boiler that just works, fitted before winter”. Instead of “kids eat here”, try “somewhere the children are happy so you can actually finish a coffee”. You are describing the same service. You are just naming the job it does, which is the thing the customer cares about.
One good way to find the real job is to listen to how customers talk when they are happy. They rarely thank you for the product. They thank you for what it let them do: “the kids were finally quiet”, “I didn’t have to worry about it”, “she loved it”. Those words are the job, said in the customer’s own language, and they make the plainest, truest copy you can write.
A caution. Do not stretch this into promises you cannot keep. The job has to be one you genuinely do. If you sell the calm afternoon, the afternoon has to actually be calm. Naming the real want is powerful precisely because it is honest; the moment it becomes a slogan you cannot back up, it stops working and starts costing you trust.
Here is the short version. For every main thing you sell, ask what the customer is really trying to get done, and sell that. The hole, not the drill. The warm house, not the boiler. The peaceful afternoon, not the coffee. Your posts get shorter, truer and far more likely to land, because you are talking about their life instead of your stock.
To get this right you need to be clear on who you are talking to and what they want from you. Open Who am I talking to?, put in your trade and your area, and it shows you the kinds of customer you actually serve, so you can name the job each of them is really hiring you to do.