What are your buyers buying?

I spent some time last week with a small start up that manufactures very small run art decor occasional furniture.

They wanted me to help them setup and layout their web site based on Actinic, the popular off the shelf web shop application.

The key concept I had to get across was that their customers are not buying 'a nest of tables'.

They are buying something that makes them feel good. An attractive place to put down their wine glass at the end of a long day and relax - a table that you pull out when you have friends round and they are so taken with it they want to know where you found it.

It's the good feelings you have inside that your buyers want when they are looking for this sort of purchase.

Is that the sort of product you sell? Think about how they might feel when they have bought it and make that the centre of your sales message and it's supporting images.