While sitting in the reception room of a local med spa (a sales call, I assure you), I picked up a brochure for a product called Radiesse.

The key word here is “correction”.

They could have said “filler”  (in fact, they do, in the inside copy). Or “smoother”. Or “eraser”. But “correction” gives the process a completely different implication.

You correct an injustice. You correct poor vision.

“Corrected” changes wrinkles from a natural result of the aging process to a medical problem. And using Radiesse is converted, in the target’s mind, from an expensive exercise in vanity to a necessary treatment of a health condition.

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