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.

A “great” marketing story has “The Secret Sauce”. It increases productivity and revenue because it easily leverages your relationships with your best clients –

The best way to understand social capital is by thinking about your relationships with your best clients. They trust you with their financial assets. But do they trust you enough to bring you into their circle by personally and warmly introducing you to the qualified people they know, people who are just like them? That’s social capital. It leverages your relationship with one great client into a relationship with many new great clients.

Ask yourself, do you conduct 1-4 first appointments with new warm qualified prospects every month – prospects who are friends, colleagues or family members of your best qualified clients, the clients you want to duplicate?

Over the years we’ve asked this question to Advisors of every level, including MDRT and high income Advisors. The answer we usually get is “no” or “very few”.

So, Social Capital is the outcome of the strong, permission based relationships you can have with most of your best clients. It’s where you can ask and most of these clients agree to make introductions to their qualified friends, colleagues and family. Because they want to. Social capital introductions bear no resemblance to standard referrals. These qualified introductions are given because you’ve established a unique connection. They are warm and personally introduced.

But, how do you acquire social capital?  

Ingredients for a good story

With a marketing story that has the “Secret Sauce”. If you’re not consistently getting a lot of qualified introductions and 1st appointments from your best clients, then your story doesn’t have it.

The “Secret Sauce” in your marketing story differentiates you and makes you remarkable.  It’s what moves your qualified clients to share your story with their qualified circle – talking to them about who and what you are, not what you do. With it you will create a consistent stream of warm qualified introductions and quality growth month after month, year after year.

The Bellis Method™
Stories with "The Secret Sauce"