Every person has a unique worldview, which is a set of biases, values and beliefs, that is influenced by their parents, their schools, the places they lived and the experiences they’ve had.
These worldviews become the lens that people use to determine how they stand on political issues, how they see the world and even what products they choose to buy.
If you sell chocolate, for example, and you try to market to people who have a worldview that “Hershey’s chocolate is the best chocolate,” then no matter what you try to do, you will always have a very difficult time converting those people into customers.
In the same way that Republican candidates will always have difficulty selling their ideas to Democratic voters, and vice versa.
Before even any political campaigning for an election takes place, political voters decisions are typically already made.
In the book “All Marketers Tell Stories,” popular blogger and marketer Seth Godin says,
“In the 2004 presidential election, 290 million people all had access to the same data. We all had the same look at the same two candidates. Yet about half of us were sure that one guy was better and the other half disagreed. Can 145 million people be wrong?”
I don’t think so. This division is because of worldviews. Different people can have different worldviews. This is why two intelligent people can see the same data and yet make totally different decisions.
This means that if you have a product to sell or an idea you want to spread, you shouldn’t be trying to change the worldviews of those who don’t agree with you.
Instead, you should identify a group of people who have a worldview that aligns with your worldview and appeal to them.
Using facts and figures or features and benefits to try to prove your case will rarely ever move people into action. In marketing, politics and business, it’s the worldview that people hold and the story that fits that worldview that you choose to tell them that ultimately drives human behavior.