Popcorn is more profitable than just about anything else they offer and theater owners know it. When we go to the movies, we can spend more at the concession stand than we do for the movie ticket. If these concessions can sell a bag of popcorn for $5, we should be able to make a reasonable profit from the much-needed comfort products we sell.

We need to learn from theater owners, masters of selling perceptions and ideas. We need to sell our comfort products for the benefits they offer the customer instead of just the features of our products.