Marketing isn’t about trying to convince or persuade.

It’s about finding the people who already want what you sell—and have demonstrated it by cobbling together inefficient alternative solutions or by buying from competitors—and showing them that you’ve made the necessary tradeoffs to serve them best.

And then you promote the additional value those tradeoffs create for your very best customers.

You don’t need to hide your prices. You don’t need to “get the meeting” and then sell them in the room.

Because it’s not about persuasion. It’s all about permission.

Here’s what I mean: https://www.familyknife.com/newsletter/dont-persuade-permit