Modern marketers have to face the simple fact that no one enjoys a sales pitch. Walking through the mall has become a challenge of keeping your eyes locked firmly on your phone screen to avoid the pushy salespeople from freestanding kiosks. Shopping online seems to be the preferred alternative to avoid those awkward situations.

As marketers, we take this into consideration and have to come up with different ways to reach prospects. We often look to successful brands for inspiration. And when the world thinks of successful brands, Apple Inc. probably comes to mind.

When we take a look at Apple’s marketing tactics we think of the sleek commercials with trendy music or the face of the brand, Steve Jobs, right? Well commercials are nothing new, but what was it about Jobs that made us want to buy an Apple product?

It was probably his iconic keynote presentations that informed us about new products. But wasn’t that just a sales pitch? So why didn’t we do everything in our power to avoid him?

Jobs had reputation on his side. Everyone knows what Apple is and everyone wants to hear about the new iPhone they’ll be waiting in line for over eight hours just to get on the release date. But what was different about this sales pitch that made it feel like it was anything but?

Jobs didn’t stand on that stage telling everyone the release date over and over or saying “hey, buy this product now because it’s perfect and you need it.” He let us know what was new and how it could improve our lives and then left the decision-making process up to us.

Some would call it a teaser, but in any case, it got people talking, discussing, complimenting and criticizing. Skeptics and supporters alike paid attention and had something to say. I think we can agree that this is one of the hardest parts of marketing, to elicit a response. Getting people to care enough about a product that they would discuss it with their friends is a goal marketers strive to reach.

Jobs’s pitches never felt like a trap. We never felt tricked into buying something we didn’t actually want. So next time you have a product to promote, consider selling it like Steve.