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/
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ACTIVATE PEOPLE WHO ARE READY TO BE ACTIVATED

Rare indeed is a market where everyone is active. Almost no one buys the bestselling book, almost no one watches the Tonight Show.

We think we’re designing and selling to everyone, but that doesn’t match reality. It makes no sense at all to alter your best work to appeal to the longtime bystander, because the bystander isn’t interested. And it certainly makes no sense to try to convert your biggest critics, because they’ve got a lot at stake in their role of being your critic.

Growth comes from person-to-person communication. And from activating people who are ready to be activated.

The most recent Presidential election makes this clear: It’s the non-voting bystanders who are in the majority:

Growth comes from person-to-person communication

(Edited from blog post by Seth Godin)
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7 Thoughts on Tribes and Worldview For Financial Advisors

    1. People don’t trust Financial Advisors. The problem is not specifically you. The problem is that you’re a Financial Advisor and most consumers have a distrust of the industry. It is an established worldview (See Post) and it’s not something you can change, no matter how many facts and figures you present to clients and prospects.
    2. A Tribe is a group of people connected to one another, a leader, and an idea. It can be known by ten people or twenty or thousands or millions. It can be people in your community or people around the world. And most often, it can be the people you work for or with , or those who work for you. It can be the people in your community who share a bias about Financial Advisors and the Financial Industry.
    3. You get to choose the Tribe you will lead. Through your actions as a leader you attract a Tribe that wants to follow you. That Tribe has a worldview that matches the message you are sending. What’s the message Financial Advisors can send to the large group of people who distrust Advisors and the Financial Industry?

Tribes We Need You to Lead Us Seth Godin

  1. Good marketers lead people, bringing new messages to people who want to hear them. Someone’s worldview, how they feel about risk or other factors, is beyond your ability to change in the short run. Provide a service or product, people are interested in. If you can’t leverage the worldview they already have, you are essentially invisible.
  2. Good leaders don’t try to please everyone. Instead they realize that a motivated, connected Tribe is powerful.
  3. Those who take the opportunity to lead do it because of what they can do for the Tribe, not for what the Tribe can do for them.
  4. What marketers and people who care are discovering is that they can ignite a local community movement and then be propelled by the people who choose to follow it. Of course this applies to Financial Advisors too.

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