Bill

“You’re not selling breath mints, or fresh breath, you’re selling sex appeal, attractiveness—what you become after you take the breath mint. It’s not about the shampoo, it’s about shiny, sexy, vibrant hair that catches the eye of the cute guy who lives across the hall, causing him to turn, pause, then ask you out. It’s not about the shampoo, it’s about the big house and beautiful children you’ll have with that cute guy who finally notices you. And to seal the deal, said shampoo is infused with countless vitamins and minerals, all clinically proven to strengthen dry or damaged hair. Scientific proof breeds confidence. Hit ’em with the science if you have to, but hook ’em with the benefits first, let them know they want what you’re selling.”
― A.G. Riddle, Departure