Years ago I was on a Local Enterprise Course in County Kildare with other business owners.
I got talking to two brothers who ran a Private Investigators firm.
They were interested in learning more about AdWords and we arranged to meet in a local hotel for coffee.
I arrived early so flipped open my laptop and logged into one of my own AdWords accounts.
I bid on keyword “private investigators kildare” and created an ad linking to their site.
They turned up and we started chatting.
I asked them to put themselves in the shoes of someone in Kildare who wanted to find a private investigator.
“What would you do?”
“What would you search for?”
I asked them to do the search on their laptop.
Show, don’t tell.