One of my favourite things to do when I'm purchasing anything is to look at the person in charge and say surprise me! or what do you think?
You learn a lot when you say this to people in the retail or service industry, because it tests their opinion and knowledge of what they're selling, and to a certain degree, tells you how passionate they are about what they do.
Sometimes the person will stare back at me blankly and say I don't know. Then they'll passively wait for me to make a decision. Then it gets awkward.
Other times the person will grin and say hold on a second, I have just the thing. Then they'll run off excitedly to find whatever it is they think I'll like as much as they do. Then it gets fun.
I much prefer the second reaction, even if what the person brings back isn't as amazing to me as it is to them, because passion about anything is contagious. If somebody else is able to tell you about their product or service in a well informed, invested, and engaging manner, then you're more likely to be interested in buying into what they're trying to share or sell.
Of course, this isn't a foolproof way to sell anything. Sometimes it doesn't matter how passionate and knowledgeable you are about what you're sharing or selling, but it certainly does increase your odds of closing the deal, getting the word out, or engaging the people you want to engage.
It ultimately comes down to having an opinion.
Do you have one?
If not, start forming one.
If expressed clearly, creatively, and conscientiously, it can be a very powerful tool.