If you found an old painting in the attic or basement, you’d probably consider selling it in a yard sale. But if you found that it was a rare Cézanne, you’d sell it very differently, via expert appraisal and art auction. When we market products or service, we often focus on the features of what we’re selling. But the true value of what is being sold — what it can add to your life — is often lost. Yet that value is what engages and motivates people to act when features alone won’t. When you understand the true value of what you’re selling, the way you sell it changes.