The worst habit people learn from politicians and parents is to be overly certain of their opinions on subjects they know nothing much about. Because of this, people become convinced that what they think is right and as a result, become close minded to other people’s points of view.
This can make it difficult to market your ideas and products to people who don’t share the same beliefs as we do.
Once people get stuck in their beliefs, they don’t want to change them. They like it, they embrace it and they want it to be reinforced, not countered.
Speaking respectfully to a person’s view then is the price of entry of getting their attention.
If your message is framed in a way that conflicts with their view, your message will always be ignored.
This is because most people tend to only look at information that confirms what they already believe in, which is known as confirmation bias. They instantly dismiss anything that doesn’t fit into their belief system.
There’s a scientific reason behind why people take on this black and white, conviction mindset. The billionaire investor Charlie Munger calls it the “superpower” we use to resolve cognitive dissonance.
This is why targeting an audience who share the same beliefs as you do is so effective.
As a marketer of a company, a content creator such as a blogger or a writer, or a politician, you can no longer force people to pay attention to you.
Marketers are constantly wasting time and money because they are telling stories that are falling on deaf ears.
If you market to people who don’t share the same beliefs as you do, then they’re never going to want to listen to you, unless you tell your story in a way that opens them up to being convinced.
The ability to tell your story in a way that opens the door to people’s attention by figuring out how to present your idea in way that embraces the consumer’s beliefs, instead of fighting it is what’s really essential in marketing.
This doesn’t mean you should tell your audience only what they want to hear. Marketing isn’t just repeating what people already know. Instead, marketing is about telling a great story in a way that will spread to people who are open to being convinced of something new.