The most successful marketing strategies do one thing well:
They leverage existing worldviews.
Worldviews are the biases, the beliefs, and the assumptions we make about the world. They’re rooted in the experiences we’ve had in life. And these shape how we see and interact with what’s happening around us.
They’re a major indicator of how we make buying decisions.
How Smart Marketers Make the Most out of Worldview Marketing
What do your customers believe is true? What do they value? What are they concerned about? How does your market perceive the world today?
Answering these questions will guide your marketing strategy. It helps determine what you sell—your merchandise—and what story you tell your prospects—your message.
Keep this in mind:
Each person sees the world through a different lens. People rely on their own versions of reality. This is why knowing their worldviews helps you develop a product or service that resonates with them.
Different markets have different worldviews. And sometimes, they can be quite polarised.
Think about McDonald’s:
- For some people, McDonald’s means Happy Meal, Big Mac, and nice moments with their family or their friends.
- For others, McDonald’s means fat, carbs, and unhealthy.
If you were running McDonald’s, who would you go after?
They Won’t Make the Trade-offs
The smartest marketers—the ones that truly innovate—understand this:
“People don’t want to change their worldview. They like it, they embrace it and they want it to be reinforced.”
– Seth Godin, All Marketers Are Liars
They don’t fall into the trap of trying to change people’s worldview.
Marketers know they cannot make their prospects change their mind.
Instead, they have a better strategy:
They identify a market that shares a particular worldview. They develop the products and tell the stories that fit in this worldview. And they choose the right media to make sure the market listens to them.
[You’ll like reading about the Four M’s of today’s marketing mix because you’re also a smart marketer.]