Sell Concepts, Not Products

What is this? Is it elsewhere?

Also, am I being credible? I don’t need to include everything. Especially what I don’t know from experience.

*the experience of using it

• wht is the product like (a nose sniffind air)
• these products are just top sellers (this is the concept… winners, not the products themselves.headline: “Winners”)
• don’t sell the chess unit. sell the challenge between soviet and the comp.

This might just be the nature of the product.