Find out what’s tight about your product or service and then dramatize it, like a cartoonist exaggerates an action.
For example, you know a horse can jump a ditch, therefore you accept that it can jump the Grand Canyon.
This realization accelerated my career faster than anything I have learnt since.
Providing there is a basic truth in your idea, you can dramatize it to infinity.
Here’s an example:
A radio commercial for suntan lotion. An Englishman’s voice tells of the product’s benefits. As he talks his voice gradually changes to that of a West Indian man. – Written by Ron Collins.
You know a suntan lotion won’t make you black, but you accept that it might make you brown.