At the farmer's market the other day, not one but three people (perfect strangers) asked me what sort of apple to buy. What do I look like, some sort of apple expert? Apparently.

In our industrialized world, people are now afraid of apples. Afraid of buying the wrong kind. Afraid of making a purchasing mistake or some sort of pie mistake.

And they're afraid of your product and your service. Whatever you sell, there are two big reasons people aren't buying it:

1. They don't know about it.

2...