If business was about simple economics, no one would go to a Disney property. But millions do. What can you learn from that?

My friend, Cecilia, recently took her two small children to Disneyland. They all got on a plane and flew hours and hours to Los Angeles in the United States. Then they rented a car and drove to a hotel.

For three days, they paid big money to get into the park. They spent more money once they got inside. When they were done, they flew all the way back home, happy as could be.

This makes no sense. What is it about Disney?

There are many fine theme parks closer to home. Even if you feel you must fly all the way to Los Angeles, there are other, less expensive parks you can visit. But my friend and her family didn't visit any of them. They spent all their time and all their money at Disney.

What is it about Disney? If you're a small business, you don't have the budget or reputation that Disney has. But you can learn from what Disney does and make your marketing better.

Disney sells a magical experience and so should you. They could tell you how many rides they have at Disney World. They don't. They could tell you how long the park has been in existence. They don't.

Now think about your small business. Do you waste your time telling me what you do or what you are or how long you've been in business?

I see that all the time. Accountants tell me that they do accounting. Interior decorators say, "I'm an interior decorator." Dentists tout their credentials.

Oh, please! Tell me what you will do for me. Tell me what the experience will be like and how I'll feel. If you do that, your marketing will be easy because it will go with the flow of human nature.

Human beings buy on emotion. So don't tell me what you do. Instead, tell me how I'll feel.

The accountant can describe how worry-free you'll be if they do your taxes. The interior decorator can dramatize how you'll feel when your neighbors admire your home. The dentist can assure you that they understand that people are scared of going to the dentist.

Here's the thing to remember. It's not about you. It's not even about what you will do for your client.

It's all about how your client's life will be different because of what you do. Think about that as you put together your marketing messages.

How will their life change because of what you do? That's the marketing message that Disney uses. They leave us awash in images of what it will be like.

You may not have Disney's giant budget or their worldwide reach, but you can do one important thing that Disney does. You can show your clients how what you do will transform their life.