"Sell them their dreams. Sell them what they longed for and hoped for and almost despaired of having. Sell them dreams—dreams of country clubs and proms and visions of what might happen if only. After all, people don’t buy things to have things. They buy things to work for them. They buy hope—hope of what your merchandise will do for them. Sell them this hope and you won’t have to worry about selling them goods."
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