All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And we believe it!
Today I’ll share a few quotes from Seth Godin’s book “All Marketers Are Liars”.
They will help you understand why you must reinforce what your target market already believes.
Godin writes that “worldview is the term I use to refer to the rules, values, beliefs and biases that an individual consumer brings to a situation. A worldview is not who you are. It’s what you believe. It’s your biases”.
Here are several thought-provoking quotes from Godin’s book:
This on why stories should agree with your customer’s worldview:
Great stories agree with our worldview. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.
This on why you shouldn’t try to change someone’s worldview (even if the facts and data reveal they are wrong):
Don’t try to change someone’s worldview is the strategy most smart marketers follow. Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. Instead, identify a population with a certain worldview, frame your story in terms of the worldview and you win.
This, on preconceived worldviews:
Worldviews are the reason that two intelligent people can look at the same data and walk away with completely different conclusions—it’s not that they didn’t have access to the data or that they have poor reasoning skill, it’s simply that they had already put themselves into a particular worldview before you even asked the question.
Finally and most importantly:
Every consumer has a worldview that affects the product you want to sell. That worldview alters the way they interpret everything you say and do. Frame your story in terms of that worldview, and it will be heard.
*edited from targetmarketingmag.com/author/garyhennerberg/
The Bellis Method™ Simple and Effective Marketing.