21 Mar Marketing to Change Belief Systems
Is there anyone who ever remembers, changing their mind from the paint on a sign?” – John Mayer
There is a common misconception in marketing that you can get someone to buy your product or service, as if there is some form of trickery involved.
Truth is, you cannot change someone’s belief system. Have you ever had a left or right political argument and convinced someone to change their political loyalty? Personally, I’m yet to hear it happen. Our deep-seated beliefs are formed from years of experiences – they can’t be undone with one fancy flyer or clever argument.
What you are actually trying to do with a marketing campaign is appeal to existing belief systems. You shouldn’t spend your time and money trying to convince someone who believes the contrary. Instead, your resources are far better spent trying to find the markets, or prospects, whose belief systems will match yours. If you can do that, the conversation is easy.
The conversation starts with the presentation of your brand. One of the key points worth keeping in mind is that a good brand that is relatable to a belief system is repeatable; the same story is told from many sources. The old adage that you have to hear a marketing message at least three times before it sinks in hints here at why this is important. If three times were the case historically, I would guarantee that it takes even more in today’s hyper-saturated environment. Either way, the more that your brand is being echoed around, the better.
Secondly, a good brand is consistent. If you want there to be a conversation existing around your brand, it’s vital that people feel as though they know what they are talking about. As well as relating to it, they need to unequivocally ‘get’ what you’re about. Consistency is one of the primary problems facing the so-called brands of politicians who often flip flop on policies. Suffice to say, you’re not doing your brand any favours if you follow in those footsteps. Get your story clear and stick to it.
The reality is that belief systems are the driving force of consumers purchasing habits. Your job is to help consumers believe in your brand and see the value of your business. For your marketing campaign to achieve this lofty goal, your communications with customers all need to reinforce:
- Why you are unique
- Why you are relevant to them
- And why they should be compelled to choose you
These points all hold a vital appeal for a person’s belief systems. They help people to feel as though you are like them – and that they like you. They allow them to connect. Only then do you deliver the compelling reason that they should engage with you; the offer you are presenting to market.
So, to market to an existing belief system, you need to:
- Find your market; identify those groups that match the belief system of your brand and are likely to want to hear from you
- Target those prospects with your marketing campaign’s conversation, strengthening their connection to your brand and instilling the perceived value they need to make positive purchasing decisions
- Harness those loyal customers and empower them to get talking; amplify your conversation by enabling them to maximise your marketing for you.