This is going to sell by itself!
Too many times, inexperienced entrepreneurs of all ages will use that deadly phrase. It reminds me of the old Ralph Waldo Emerson cliche of "Build a better mousetrap, and the world will beat a path to your door."
In the cold reality of the science of entrepreneurship, most likely that path will be very narrow if it exists at all. As professional marketers, what we all want is for that small path to become a four-lane highway, and what we know is that will occur only through consistent marketing that doesn't talk about the product at all but highlights the value that the product brings. After all, we really don't need a better mousetrap; we just need to get rid of the mice quickly, efficiently and without looking at squished mice caught in an ugly trap.