I think maybe u should just talk to them and again reassure them that you are there for them. Maybe they are going through something serious and need some serious reassurance that you are going to be there even after they try and push you away. Some people push people away just to see if they are real friends and will come back to them and not give up on them. So DON'T give up on them.
The technique that the advertising company used to persuade the viewer to use the diet pill was that they are using 'plain folks' to have the viewer relate.
