All Marketers Tell Stories. Some Do It Right. *

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!

Every consumer has a worldview that affects the product you want to sell.

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.

Are you a gifted salesperson or not? If not, STOP SELLING!

Those who are truly gifted have plenty of qualified first appointments, all the time. Being productively busy and growing business is no sweat for them. In fact, it comes easily. They can do it in their sleep. The prospecting, sales and referral model works just fine for them and their numbers show it.

But unless you’re one of those unique individuals with natural fluid sales talent, you need to stop selling. Because it’s keeping you from getting in front of qualified prospects.

There’s a good test to determine where you are in this equation. Just look at your numbers. How many brand new first appointments with warm qualified prospects have you completed in the last four to six months? Warm qualified prospects are the qualified friends, colleagues and family of your qualified clients, the clients you’d like to duplicate. If that number is not at least in the double digits, then the traditional sales model is not working for you.

Here’s another test. Look at the business you’ve closed over the last several years. You got the sale, you made the money but how much did the sale really grow your business? You may have gotten a few referrals but how many of those actually converted to qualified clients? If any of this sounds familiar then perhaps it’s time to reconsider your approach.
Organizations that destroy the status quo win. Fact: Your financial knowledge is extremely valuable. But did you know it’s actually worth considerably more when your clients and prospects perceive that your primary focus is freely sharing that knowledge and not focused on selling as the endgame.

Your qualified activity will spike when you shift your marketing approach from sales to service, educating your qualified clients and qualified prospects and being their go-to financial person – their advocate. You’ll still do the same work you’ve always done but your clients and prospects will see you differently. It doesn’t just happen, but rather it has to be driven by you and the marketing story you tell and live [See Previous Post – A Great Marketing Story Is Not About You]  and it establishes an entirely fresh channel of trust with a market whose worldview of the financial industry presents an uphill battle. [See Previous Post- Guess What?] You’ll see that removing the intention to sell or close, opens the door to qualified introductions (not referrals) and business growth on a consistent, predictable basis.