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If you're selling pills to help prevent winter colds and they also have a nice flavour, sell the flavour. Although the main benefit is preventing the cold, the customer wants a tablet that tastes nice, the secondary benefit. A Peanuts cartoon once showed Lucy advertising a kick in the butt for $2. She made no sales all day. She is explaining to Charlie Brown lots of people need a kick in the butt but no one seems to want one.  When selling, offer what the customer wants. Don’t try to sell a need.