Propaganda instead of advertising
Most companies advertise their products. I suggest upping it up one notch and start propaganda. We should stop talking about the features of the product; we should stop calling to the rational mind.
“Buy our product it has this and that” – shouts an advertising message. No, people don’t buy your product; they buy a better version of themselves. They don’t care how great your product is; they care about how great they will become when using your product.
By switching to propaganda, you start using the information to influence your audience by calling to emotional response. You turn to sell a new way of doing something, a paradigm shift instead of selling product features.
Propaganda is a fight, a fight not against your competitor but against an old way of doing something.