The denialist or skeptic
is often loud.
It is tempting to try
to sell to them,
to try to woo
that loudness
to our sides.
That’s a lot of effort
for very little payoff.
The believer
is much easier to sell to
and is often happier
with what we’ve sold her.
And, if the target
is a denialist,
it is almost impossible
to change her mind.
As Seth Godin
shares
“The skeptic offers
an open mind
and is clear about
what would be necessary
to earn enthusiastic support.
The denialist,
on the other hand,
is sure.
Now and forever.”
Denialists are rarely swayed.
If someone says
they’re certain
about their decision,
believe them.
Allocate your efforts
elsewhere.