We all know the best way to sell something is to sell something else because it’s not the mattress they want, it’s the good night’s sleep. A good advertiser creates a need for something that you didn’t hitherto have any desire for. The key is to change the consumer’s attitude.
That is exactly what has happened in the United Kingdom with Brexit. They have sold a good night’s sleep to people who didn’t even know they had insomnia. Little wonder the nation sleepwalked into the unknown.