Some products are believed as too complicated. Complication means resistance. Resistance means no sales and a product not being accepted.
It doesn’t matter what you believe or know, if the market believes it’s complicated. They’re the ones buying from you, after all. So what do you do?

Before pitching your product, you must first redefine the whole field from complicated to simple. And gradually gain acceptance from one simplified statement to the next. How do you do this? Redefine words to reshape the problem: make big things small and manageable.

Remember, the more revolutionary your product (the more differentiated) the more resistance you’ll face gaining acceptance. Simplify the field and their assumptions first to gain acceptance. Lay the groundwork. Then place your product.

Concepts from Breakthrough Advertising