If a marketer is battling a war, will a sword or a shield be used most?

As I’ve always said, the hardest thing to do on Earth is to make a person part with his/her money.

I define marketing as the process of convincing a person to question the status quo, consider the value of alternatives, and purchase a feature that promises a benefit.

Most people are averse to change and so are their minds.

This means that every marketer is going to face a ton of objections to their pitch. 

Which is what the clever car salespeople with Citroën were always anticipating.

They listed the objections that potential car buyers would have when considering Citroën, and then raised these objections and overcame them too, before the buyer even thought about it!

That’s why the best marketers use their shield wisely, before striking precisely with their sword while the iron is hot.