“We can educate them. This is how great my product is, it will do good for their (health – or whatever, insert at will here).” We are all pretty sure your brand and product needs to be bought by everyone. Just so long as they know how good it is they will buy.
But it doesn’t work like that.
To sell to someone, sometimes it is not about educating. You can change the word “sell” to convince, persuade, convert, whatever. If you want someone to act upon the information you gave, it is easier if what you say agrees with their worldview – meaning, what they already know and believe in. That way, it’s easier to convince them because they are less resistant to your idea. It’s in ‘agreement’ with what they already believe so it doesn’t seem like a big change that you want them to do.
What’s your mission?