Okay, let’s start the journey. I, your potential customer, am a coffee lover and not happy with the espresso that comes out of my machine. I want to be able to offer myself and my guests a great cup of coffee and so far I haven’t been able to do that at all. Is it me or the machine? Apparently I have a latent need for a top-notch espresso machine.
I Google "How to make Italian espresso", scan the search results (first page only), skip through all the cluttered list to data and boring sites, and finally land on a site that looks as good as freshly ground coffee smells. This is "my cup of coffee". And this is your site. I find an article titled "How to make the perfect espresso". It was also in Esquire and gives some handy tips. There is also an embedded video in which a Barista explains what makes a good machine. That Barista is you.
You talk about the importance of a good and fresh grind. And you demonstrate how I can contribute to the taste myself: preheating cups, making sure the filter basket in the piston is dry and clean, distributing the coffee in the filter basket well and pressing it with the right pressure. In fact, you do it more or less like the main character in the tasteful video above.
I think: “He knows what he’s doing!” and I start craving espresso. So I immediately put the tips into practice. Although the result is better than before, it’s still not something to write home about. I really need a new machine. My need is quite manifest.