Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story, and she is in a very different position.

She knows your claims. She is interested in them, else she would not act. Plus, she expects to find the qualities you told (a bit of mental impression). By knowing what to look for, she will undeniably find it.

–Scientific Advertising, p.38