Politics is the biggest proof that you cannot shift someone’s belief.
(not with one ad/email/post/advertorial/etc)
A few days ago, I saw a post about Trump. The content is irrelevant because the interesting part is in the comment.
Someone complained:
(paraphrasing here)
“I love you bro. But you’ve got to stop with these political posts.”
The original poster questioned:
“Why? I’ve been posting for the last four presidential terms. When I posted about Obama’s weird drone strike, you guys didn’t seem to have an issue.”
This is the truth.
NOBODY wants to “change their mind.”
They don’t want you to “shift” their beliefs.
People want you to acknowledge what they already believe—and they will conveniently ignore everything else.
This is the same for marketing.
You are not shifting people’s beliefs.
You are building on top of an existing belief system.
To give you an example:
If you’re selling vegan patties…
You cannot turn a meat lover into a loyal customer.
You can only influence those who are already questioning the benefits and ethics behind eating meat… giving them more reasons to “confirm” what they already suspect.
Talk soon,
– WYH
PS – There’s only one exception. I’ll talk more about it tomorrow.