"Don’t sell the product – sell the story!" - Kevin Harrington, Agree??

Sell the 'dreams' is more appropriate. The dreams are then packaged into a story and sold to the customers.

Example: If you use our product and become fair skinned, you will get a job of your dreams.

If you use our shampoo, your hair will be nice and smooth - and it will make you more attractive.

..and so on.

A few days back CNN-IBN was running a story on Godrej 'ChotuKool', a solid stae device cooler supposedly a disruptive technology, which in my opinion it is not as the Peltier effect technology is long in use for electronic cabinet cooling. We ourselves tried to make a cooler to transport blood collected at camps to the central facility. Poor performance made us go back to the regular method.

My wife got sold on the story and bought it online. Though it was promised at delivery none came to install or give demo. It was dripping water all over the contents till I engineered a drain /collection system.

I am very resistant to F&L, Axe, kill germs (except the lone survivor to be shown mandatorily) soaps stories. If anything I am put off by them.