Seth Godin points out on his blog that there are products that are “bought”, and there’re products that are “sold”. Ice cream is bought. Life insurance is sold.
Seth’s point was: knowing which one you offer.
My point is: decide to offer products that are bought, thereby bypassing the need for selling altogether.
This doesn’t mean, by the way that no storytelling (copywriting) is required. Apple products are bought, but stories are told just the same. The “little hinge that swings big doors”: it’s often the storytelling that fuels the buying.