Nobody wants to be sold to

Created: February 22, 2023
Updated: January 5, 2024

A core principle of marketing:

Nobody wants to be sold to.

  • It is human nature that we want agency and control over our actions.

  • 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).

  • 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"