Think about a missile defense system that shoots down incoming projectiles. The same thing happens when someone tries to persuade. Whether the person is walking into a car dealership, receiving a sales call or email, or someone is pitching them something in a meeting, whenever that happens, the radar goes off. It’s a red alert and they use a series of countermeasures to shoot down those incoming persuasive attempts.

Even worse for marketers is counter-arguing. Someone might listen to your phone call and although they don’t hang up, they’re not just sitting there listening and thinking about all the reasons that you’re right. They’re thinking about all of the reasons that you’re wrong.