Most people have a problem understanding how marketing works because we’ve made it too complicated. 

Marketing is a game of magnetic fit – attracting those who align and repelling those who don’t. 

The problem occurs when we don’t understand the nature of the very people we’re trying to serve. 

The basic human nature is to resist when you’re being sold to or told, which puts sales and marketing at a disadvantage.

However, those who really understand marketing know what it takes to get past that line of resistance. 

The regular marketer tries to persuade people. 

The successful marketer manages to persuade people. 

But the resistance-breaking marketer does one better.

He persuades people about the problem, not about himself, so that they can persuade themselves and make a well-informed decision or come asking for help.