Crazy as it sounds, associative thinking (also dubbed Magic Thinking) is something many marketers enjoy taking advantage of. This by no means is actually a bad thing. That’s the very basis of branding!
Have you ever given thought about what it is you are presenting? For software vendors, you might automatically say you’re marketing a tool. You want them interested in this tool to the point that your salespeople have a high chance coming out with a closed deal.
Take a moment to reflect though. Are you truly marketing a tool or are you marketing a user? If you want a better idea of what I mean, read the quote below: