. © Les Robinson 2009 1 www.enablingcange.com.au The problem with Social Marketing Why you can’t sell change like soap If you work in health promotion or sustainability, you’ll have heard. a variation of Social Marketing that brings in techniques drawn from the social psychology of selling (especially via the work of Robert Cialdini). http://www.cbsm.com/pages/guide/introduction. marketing methods, the rest included methods that no one would define as marketing, including counselling, smoking cessation groups, community organization, peer education, classroom lessons, training,...