There is a very interesting story which goes like this:

Once upon a time, on a country road, outside a one street town called Koonoomoo, there were two strawberry farms. One on the left of the highway. One on the right.To attract more of the passing trade his way, one of the farmers erected a sign beside the road, saying: “Strawberry Farm.” The competition on the other side then put up their own sign, and added a sense of immediacy: “Strawberry Farm, now open”.
Not to be undone, the first farmer changed his sign to add a new appeal: “Strawberry Farm, now open. Pick your own. The opposition then rammed home their biggest and most logical advantage, ease of access and proximity: “Strawberry Farm, now open. Pick your own -300 meters.” This flummoxed the farmer across the road; his strawberry patch was a good couple of miles away; way down an unmade dusty track, winding along a lonely bush creek.
What to do? His solution was to sell the emotional journey:
“Strawberry Farm – Scenic Drive."