Marketing is really about mirroring people’s beliefs (or what they WANT to believe). It’s not so much about changing beliefs. Not if you want to succeed at it anyway.
When we notice marketing messages (be they verbal, written, visual, whatever) that “resonate” with us and make us pay attention, it’s because they are repeating back to us what we already believe.
For example, when you’re scrolling through your Facebook feed or similar, you probably see news and opinion pieces about the leaders of your country. Depending on your political convictions, you probably ignore (or poo-poo) pieces that disagree with your views and lap up stuff that confirms what you see as right and true.
Think about it: when was the last time you read something about your esteemed leader that made you completely reverse your opinion of her/him?
Next time you buy or reject a product or service, catch yourself and notice how you did so because they were selling you a story that either did or didn’t mirror what you already believe (or want to believe).
Image courtesy of Aleksa D at FreeDigitalPhotos.net