By connecting an outcome with your product, you can create positive associations AND help people envision the effect your offer will have on their life. Get creative with the connections (but remain authentic) and keep your target audience in mind. The more you know about the potential customer = the greater the effectiveness. Examples: “A clean shave is the first step to a promotion” “Writing down your thoughts can lead to breakthrough ideas.” “A tailored suit will attract the right kind of attention.”