Without some type of force or injection of energy, you can't convince people to change.

The reason why information doesn't work (example: We have a product that does this, come buy it. ), is because it doesn't involve any tension that forces a person to change. To guide someone off their path that they have been going down for years requires tension.

Tension is what stops and make people think about their life. Sometimes they aren't even thinking but rather tension sometimes is more of an emotional reaction for the customer than a thought process.

The reason why tension creates change is that people can't sit with tension. It drives people crazy. If the tension is to much some people will try to run from the situation, some try to avoid it and others pretend it's not there. However, at one point the customer has to resolve the tension to move forward to a change in their life. Once we create this tension as marketers, we also have the job of resolving tension for our customers.

Tension is what creates change and change leads to trust.