Sales is a tricky thing. If you've got a good product that you really believe in, you can make a fortune just by convincing people that you're right.
But sometimes, it's just a "good" product. Nothing wrong with it, but not so different from lots of others on the market. So why should people by your product instead of someone else's?
Good marketing beats good product development every time. Just look at Microsoft. That's what you're competing against. Even with a better product, you have to have better marketing to win. And good marketing is measured by one thing: Is it effective?
Is there a line between strong advocacy and manipulation? Between creative license and deceit? How long do you have to be in the business before you stop caring, and just go for naked cynicism?
That’s why characterizing your prospect as a ruggedly independent thinker — immune to "herd think" — is a very powerful selling technique indeed.
If you can position your prospect as a renegade, and your product as a symbol of that individualism, it can form a powerful buying motive.
Just be sure and let your prospect know there are other people who feel the same way.
Update: Looks like someone agrees. Scion's current ad campaign tagline is "United by Individuality." Okay then.