You're very often NOT just selling the product.
You're selling inspiration.
You're selling an idea.
You're selling an ideal.
You're selling a story.
You're selling hope.
You're selling what could be.
The question is:
How well are you building anticipation?
A lot of writers jump right into their pitch...
...without building the bigger picture.
If you want to leave uncountable conversions on the table, go ahead and stay inside the box.
Your job is to create a concept that draws your target prospect in.
The key is being bold.
You need a concept that sets the tone for your genuine solution.
And creates an atmosphere that pulls people into your world.
Here's a great example from a Superbowl commercial: