A manager at at dollar store in the New Haven, Connecticut metro area put herself down. She had been washing down the store windows with a brandname cleaner. "Looks good," a entering shopper complimented. "It's this cleaner, not me," the manager replied. "I'm lousy at domestic tasks.
The shopper bought several bottles of the cleaner. The lesson was immediately clear: There's no one way to sell. Play to the market.