It's an old fashioned sales line.
Focus on what excites people NOT the product, NOT the thing.
I love the smell of open air BBQs in the summer.
The smell and smoke makes me salivate and want to eat sausages!
What makes your prospects salivate?
It ain't your products, it's how it makes them feel.
Market that! Go on make them salivate!
Pass the ketchup.