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Are you a mouthwash person? If so, you’re like millions of others who value their oral hygiene. And like millions of others, you probably don’t know which mouthwash is the best for you. But if you’re like me, you use Listerine. And if your like me, you use it for only one reason:

IT BURNS.

You can actually feel it working. You know—fighting plaque, preventing tooth decay and gum disease, things that will keep you out of the dentist’s chair. Or, that’s what you assume anyway. Whether its true or not, you believe it. Why? Because you can feel the burn. You have an intense, powerful, almost painful sensation, and just figure that it’s doing its job.

In fact, I’ll bet if you switched brands for a week, you would be concerned, because you wouldn’t feel the acidic burn all around your mouth and gums, making everything squeaky clean and happy. And that would bother you.

That is brilliant marketing. And it got me to thinking… is there a way that a business can convince their clients that they’re working for them in a tangible way? Can they actually feel them working? Or can they feel their product working? This is an interesting thought, and if you’re in business, I think it’s worth finding a way to make your customers feel your product working.

Think about that tonight as you’re brushing and flossing your teeth, and you reach for the funky-shaped bottle of green fluid. And chuckle, as you now realize exactly how they conned you into spending so much money on a such a tiny bottle. Just because it burns your mouth.