Nobody wants to be sold to
Created: February 22, 2023
Updated: January 5, 2024
Updated: January 5, 2024
A core principle of marketing:
Nobody wants to be sold to.
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It is human nature that we want agency and control over our actions.
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We want to solve our problems in life (that’s why it’s called the self-help industry, not the somebody-else-helps-you-industry).
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People want to discover solutions to their problems.
Instead: people want to discover solutions and solve problems themselves.
Others who hold this opinion:
Eugene Schwartz said "Copy cannot create desire for a product"