Sell the idea, not the stuff

Seth Godin - Liar's Blog - Some people want a hand held

Good one

"Guess what's inside the box? Mostly paprika. You could make your own Fish Rub at home in seconds if you had, say, some salt and maybe a little pepper.

But if the box said Paprika, the Fish Rub customers wouldn't nibble, never mind bite. Why? Because they have a worldview that says that they know how to heat things up, not how to cook. Paprika is a cooking word. Fish Rub is a heating things up"