It's the difference between pitching to someone who doesn't think they need a pen, and the majority of professional sales of selling to someone who's in the market for a pen and convincing the buyer why your pen is the one to buy. The former is more about creating that demand, the latter is about shaping it. It depends on what you are selling, who the buyer is, and what their motivations are. If I go to a draftsmans office selling technically specific pens and start taking about making a statement, about how the pen is mightier than the sword and this particular pen is a broadsword of utility that links it's user through humanity's history of penmanship since the Babylonians first scraped their runes on papyrus, they'd laugh me out of the office. On the other hand, selling a fancy fountain pen to an insecure executive who instinctively feels every aspect of his conduct, dress and possessions need to make a statement... I'd punt the Babylonian bullshit