Unfortunately, the fact is that many advertising people don't appreciate the need to offer the prospect a unique selling proposition. Most of these people feel that selling isn't cool and that people only respond to companies that don't try to sell them. What they ignore is the fact that, whether or not people like to be sold, in a sea of choice a prospect still has the problem of figuring out what to buy or not to buy. In other words, alternatives are but the raw material of decision making. And decisions must be made.
Psychologists think a lot about how people solve problems.
People tend to lead their decision-making process with one of these functions. Let's look at these functions from a selling point of view. They avoid the details and tend to look at the big picture. This type of person would be very susceptible to a differentiating strategy based on your product being the next generation in its category. Intuitives are very interested in the possibility of what's coming next.