It's all about the 'why'.

So many marketers should quit their jobs and go do something else. You need empathy and understanding to work in marketing

Imagine I’m selling you a glass of water.
What does it do? Hold Liquid.
How do I use it? Pick it up and put it to you lips and drink
Why do I want it? Because I’m thirsty. 

Okay. Everyone knows they need to drink. So out of 100 people you might be able to sell 23 cups of water. But make them all thirsty, and you can sell 100 cups of water. 

How do you do that with other products?

You don’t drink because you need to drink. You drink because you’re thirsty. It’s behavioral and on set with a chemical response.