Still Selling Benefits? You Are Doing It Wrong.
Every potential customer you talk to have a unique worldview, which is a set of biases, values and beliefs that is influenced by their parents, friends, their schools, the places they lived and the experiences they’ve had.
These worldview become the lens through which consumers use to determine how they interpret and interact with the world, and even what products they choose to buy.
As a marketer, you have to be able to understand the worldview of your audience and align that perspective with your message. When you do this, they’ll become a buying customer. If your message is framed in a way that conflicts with their worldview, your message will always be ignored.
Consumers align with businesses and brands that reaffirm, not attack, their worldviews.
It doesn’t really matter how great your product is if you don’t understand the worldview of the audience you’re trying to market to. If you aren’t able to tell your story in a way that aligns with people’s worldview then you’ll never be able to persuade anyone to become a buying customer.
This is why marketers who are able to frame their product around a particular worldview are the products that sell.
So, what’s the secret sauce?
Empathy. Because it’s about truly understanding how your audience views things and relating that view back to them through your messaging.
Ability to group consumers into segments with different emotional needs, and targeting them with precision. Case in point, I was able to help a bus company boost their sales by creating two versions of its social media messaging: one for people who are optimists, and the other for the pessimists.
The optimists were marketed with lines like, “I am much comfortable, I feel fantastic!,” while the pessimists got reassurance with lines like, “Trust never goes out of style.”
By learning to identify these two different perspective in consumers, the company was able to convert and drive purchases by marketing towards each of them with specific messaging.
If you have a product to sell or an idea to spread, you shouldn’t be trying to change the concept of those who don’t agree with you. Instead, you should identify a group of people with a worldview that aligns with your worldview and sell to them.
Using facts and figures or features and benefits to try to prove your case will rarely ever move people into action. In whatever we do, it’s the perspective that people hold and the story that fits that worldview that you choose to tell them that ultimately drives human interaction.