sell the sizzle, NOT the steak
A good salesperson doesn't explain how amazing their product is. That's selling the steak.
A good sales person sells the sizzle. They get the buyer to imagine how amazing their life would be once they buy the product.
When I was selling PT packages, I wouldn't talk about our world class trainers. Or about our diet plans. Or about our equipment.
I would focus on how their life would change once they achieved their dream body.
Like what their friends would say, or how they would feel every time they looked in the mirror. Or finally feeling comfortable taking their shirt off at the beach without sucking in their stomach.
And I think that's the key to selling anything.
Sell the dream of having the outcome, NOT the product features.