Sunday, July 31, 2011

Tie In

What are the beliefs of your market? Glenn Beck has done an excellent job of gathering conspiracy believers. He tied his message into their existing beliefs, and rallied them.  Keith Olberman built a myth about himself, his experience, and his motivations. He was quite successful until he got caught. Different markets, similar strategy.

In your business, you don't have to appeal to political extremes, because many other types of beliefs are floating along, waiting for someone to increase their velocity.

Let's say you sell sporting goods to people in a small town. Maybe your message can reaffirm a belief in the moral superiority of rural residents (the hardy yeoman of English fable who are the reservoir of positive values.) Do you sell country crafts on the internet? Then build a myth about their origin, based on a generational belief that handmade goods are better quality or that they connect us with our ancestors.

Belief systems take a long time to build. So don't invent a new belief, or your efforts will only benefit fur businesses.

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