It's shocking but most marketers don't actually preach to the choir. Instead they invest huge amounts of time and energy telling anyone and everyone about their business, product, or service… Most of these people don't care or don't need what they're being sold.

The fact is that most people don't like changing their minds. So as a marketer, why would you expend any time in trying to get them to do so?

According to Stephen Dubner over on the Freakonomics website, this is nothing new. He recounts the story of Ignatz Semmelweis, who had a tough time of convincing the 19th century medical community about the importance of washing their hands between treating patients. The "sophisticated" doctors of the time had strongly held beliefs that it was unnecessary, and were not going to change their ways even if the science suggested they should. Of course, today, we know better... except that we actually don't fully embrace what the above lesson teaches.

Today's video is all about why you need to start doing so, and how, when you do, it will improve the efficiency and effectiveness of your marketing.