Here’s a marketing idea that, hopefully, won’t make you tear your hair out.

Resist the temptation to list facts about your product in your marketing. Why? Because, chances are, customers will find that dry and uninspiring.

Instead, look for ways to tell stories through words and images, so you build an emotional connection with your customers.

The way to do this is to focus not on the product you’re marketing (such as a tonic to reverse hair loss) but the product behind the product (confidence, happiness, success).

When you do that, customers will find your marketing interesting and inspiring.