"2. If you are marketing to people who will have to switch to engage with you, do it with intention. Your pitch of, "this is very very good" is insufficient. Your pitch of, "you need something in this category" makes no sense, because I'm already buying in that category. Instead, you must spend the time, the effort and the money to teach me new information that allows me to make a new decision. Not that I was wrong before, but that I was under-informed.Trecho retirado de "Unselling"
3. Ignore the tribal links at your peril. Without a doubt, "people like us do things like this," is the most powerful marketing mantra available. Make it true, then share the news."