Sunshine can't be bought but you will see sunshine sold every month of the year. Sunshine can't be touched but can be felt as a warm glow or a burning heat. The lack of sunshine is instantly recognized and potentially perceived as a burden.
Sunshine is used as an enticement or bonus and yet those who use it as such are not the owner.
When you live in Seattle, you change plans when sunshine appears. That is something you can measure: Absenteeism when the sun shines.
The results of sunshine can be seen but most do not have the foggiest notion of how to measure sunshine. Even when you let someone know that Campbell-Stokes sunshine recorder is the tool of choice to measure sunshine, who cares and how is that important? "I can see with my own two eyes whether the sun is shining or not."
Many take pride of their time in the sun and do arm to arm suntan measurements. A good tan from sunshine is "cool" but among the healthy, a tan is not so "cool" as they think of potential cancer risks.
Vacations make many think of sun, beach, sun, skiing, sun, lakes, sun. Businesses use sunshine as a generic potential benefit but offer no promises. Traveling, hotels, Hawaii, and vacations are but a few examples. You might even hear someone using sunshine as a means of recruitment.
We sometimes kiss or swoon because of the sunshine (sunset). Do you measure kiss partially based on the color of sunshine? Of course you do.
It has been proven scientifically that a lack of sunshine harms humans both physically and psychologically. A remedy can be using a fake sun in the shape of a light bulb. Even the fake sunshine is better than none.
If your are selling products or services that are just like sunshine:
Sunshine might be compared to happy, collaboration, beauty, team, savvy, intuition, pain, thinking and other terms which have no direct measurement.
"I am thinking very hard" could mean anything and every entrepreneur loves to know that someone is thinking very hard about their business. Thinking hard can't be measured or confirmed.
"It was so painful to talk with that customer." Not the first words we like to hear when owning a business.
"You need to work with a business marketing coach who is very savvy!" YES! That sounds exactly right! Do you have an App for measuring how savvy a coach might be?
"That is the best team to work with. No one works better together than they do." Can this be measured by the amount of time they don't talk, smiles, nods, lunches together or agreements? Possibly a lack of arguments? Everyone wants and needs a cooperative team.
Are you selling sunshine?
In essence, for an entrepreneur who is selling a product like sunshine; it is an uphill battle. Focusing on showing benefits may be more effective and helpful. Turning sunshine into the "best tan of the summer" or "biggest sunflower of the year" might be an alternative to "best sunshine". Another example is enthusiasm.
Please... have some and show that you do. Hire people with it. Hang around people with it. Create an environment where enthusiasm thrives. Use social media tools with enthusiasm.
Enthusiasm sounds a bit like sunshine. Appreciated, wanted and needed but not necessarily measurable. Is it missing? How do you know? Have you lost it? When?
Have a party where there is plenty of sunshine and I am sure the enthusiasm will return.
Find a way to measure benefits in quantitative and qualitative ways of the "sunshine product" you are selling and those who buy will have more to share.
If you don't have measurements or benefits, create your own with polls.
Polls are ways to measure thoughts, feelings of those you serve. You will hear plenty of polls in the coming months in an election year.
If your product or service is a bit like sunshine and more measurements needed, you will be conducting MANY polls which shows trends from the past and how the competition compares.
Here are poll websites you might find helpful for making a poll to create and measure results: