We tend to seek out, interpret, and remember things that confirm our existing beliefs rather than things that contradict our beliefs. We feel better when our beliefs are supported than when they are challenged, so we naturally (and subconsciously) put ourselves in the situation of re-affirming our worldview at every possible chance we get.
If your product or service deals in an industry or with a topic that is emotionally charged or sensitive, this effect will be in full gear with your prospects and customers. Strongly state your position in the market and communicate what you believe. You will find that customers who agree with you will flock toward you.