It's Not About The Burger

"Show Don't Tell" is advice that is frequently given but commonly ignored. 

So I'll stick to the dictum and just ask you to watch (or re-watch) Peggy's pitch to Burger Chef during the recent mid-season finale of "Mad Men."  

"You're starving... and not just for dinner" is one of the best examples of Mindset Before Message I've ever heard. 

Whatever it is you think you're selling, it's never about the burger.