When you do marketing, the best approach is not to sell the product but to market the solution.

For example, if you’re in the mattress business, don’t sell mattresses; instead, market the benefits of a good night’s sleep.

When you do marketing this way, you focus not on the features of your products but on their benefits – which is why people want to buy your products.

When someone visits your shop to buy a mattress, they don’t care about the mattress: what they care about is getting a good night’s sleep.