How to sell a Cookbook the smart way

I know, at first glance the comparison of Artificial Intelligence services to Cookbooks may seem somehow daring, but please try to follow my point: both cases, your are selling intangible goods; both cases, those intangible goods demand for careful executions by customers; both cases, achievement of beneficial results requires not common levels of capabilities. I am not here to propose a new show like Hell's Kitchen for data scientists and needy companies, but I would rather focus your attention on the specific words the main Vendors use to communicate their technological propositions, because, how you may have understood by this little metaphor, selling Cookbooks is not easy business at all.

The selling of Artificial Intelligence services requires a special focus on the words used to wrap up technical services because Vendors want to show the potential customers why their Cookbooks are better than competition, anchoring expectations through the right words. If we do a little NLP on landing pages of the main Cooks, just to carry on our metaphor, we can easily come out with a word cloud and a correspondence analysis illustrating the very different ways to spice and flavor the usual narrative: how AI can improve (almost) any business.

So we can see, especially from the correspondence analysis map, that some Cooks follow clearly different strategies to highlight the value of their Cookbooks, while others use, more or less, very similar approaches (in our case here, out of metaphor, we are talking about word frequencies, that's clear).

So, in your opinion, what is the smartest way to sell a Cookbook?