Which came first… your product/service or your clients’ worldview/lifestyle? As marketers, I think it’s easy for us to believe our product or service comes first and radically changes the worldview or lifestyle of our clients.
Not actually so. People typically buy into businesses, products, and services that reflect some aspect of the worldview or lifestyle they already possess on some level. What they buy becomes an expression of what they already believe.
So rather than trying to change people’s minds (and really it goes far deeper than their rational mind), recognize that your marketing will be far easier and more effective if you start with why you do what you do… your purpose, your cause. You’ll naturally attract the people who resonate with your message, and your product or service will become tangible proof for them of the lifestyle or worldview they already hold.
About Laura Ege