I share a love of football, cycling, and music with an old friend of mine from university. We live in different parts of the UK but keep in touch via WhatsApp and meet up when our paths cross. He’s funny, outgoing, and has a lovely family. However, our politics are very different and we hold conflicting world views. I really don’t understand why an otherwise decent guy can hold such opinions. I’m sure he thinks the same of me. Luckily, this doesn’t stop us from being friends.
What’s clear is that his truth is not my truth.
We all interpret what we experience and how we see the world through very different filters. That’s why we argue with people, get exasperated by what we read in the news, or feel shocked by people’s actions.
One of the most insightful articles I read in 2020 was this one. It was all about the lessons from history in the context of Covid-19. In particular, I love this quote.
‘People believe what they want to believe, see what they want to see, and hear what they want to hear.’
It’s so true.
So what does this mean for marketers?
Lesson 1: Keep reminding yourself that not everyone shares your worldview
This may sound obvious, but it’s easy to make this assumption. We all live in a bubble. We usually surround ourselves with like-minded people. We tend to read stuff that props up our worldview. Google reinforces this, by serving up articles and features that it thinks we’ll agree with. This serves to deepen our confirmation bias.
Beware of projecting your brand’s views and assuming everyone shares them. They won’t. Don’t be shocked to discover that not everyone cares about the things you care about. They don’t. Many people won’t behave and act in the way your brand behaves. That’s to be expected.
Lesson 2: Find your tribe
Seek out and focus on the people who share the values and beliefs held by your brand. Targeting. The first rule of marketing. Speak in a language they understand. Prove that you really get them. Offer products and services they’re looking for and charge what you feel offers them good value. Lots of people will reject your brand and have no interest in what you have to offer. That’s OK. Just find your people. It goes beyond mere demographics or geography. It’s people who see the world the same way your brand does. They’re out there somewhere.
There was a great moment in the fabulous film ‘The Founder’, the McDonald’s origin story, where Ray Kroc realises the people he hung out with at the golf club were not ‘his people ’. He persuaded them to invest in McDonald’s franchises but found they had no understanding or respect for what he was trying to create. Instead, he sought hungry, ambitious strivers who were keen to make their mark in the world. These were his people. The rest is history.
It’s a must-watch film for anyone who works in marketing.
Lesson 3: Persuasion is difficult and complex
People aren’t rational. They won’t always listen to facts and data. Experts? What do they know? Asking people to change their minds is hard because you’re challenging their identity and belief systems. You’re questioning what their family and friends have taught them. Despite overwhelming evidence, they often won’t change.
I was fascinated by the recent American presidential election. As an observer from the UK I was struck by how in a country the size of the USA, it came down to a very small number of swing states to determine where the election was won and lost. The vast majority didn’t change their mind, despite the weeks of campaigning and the billions of dollars spent.
Aristotle taught us that persuasion is complex – see my previous article here. Use a variety of approaches. Facts are important, but the credibility of the messenger and speaking to people’s emotions are equally important.
Don’t expect people to change their minds quickly or easily. It could take a long time for people to take the plunge and opt for your brand. There may be a long gestation period, or in marketing jargon an extended customer journey. People enjoy browsing.
Give up on the people who need a ‘hard sell’. You’re wasting your marketing efforts. Remember lesson 2. Seek out people to whom you can relate. If you’ve done your marketing job properly, they’ll seek you out.
So in summary
My friend and I hardly ever talk politics, except in jest or after a few drinks. I know I’ll never bring him around to my point of view. That’s fine. It’s the way the world works. One day, when he sees sense, I hope he’ll come to accept the error of his ways!
As marketers, don’t stay stuck in your tiny world. Don’t assume people are just like you. Seek to understand people’s truths. Their beliefs, behaviours, and aspirations. They may not concur with yours. But that’s OK. Focus on connecting with people who share your brand’s perspectives. It’ll make the job of persuasion so much easier.