You’re not trying to change anyone’s mind…
Back in 2005, I came across this marketing truth in a book by Seth Godin:
Marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively.
The part about worldviews resonated with me, because I had discovered that exact truth when I practiced law back in the 1990s.
It was a shock for a young idealistic attorney to realize that it’s not the law that really matters.
This is especially true with juries. It’s way more important that the jury likes your client than it is to be technically right on the law.
Which makes picking the right jury so important to winning the case.
You want to select jurors whose perspectives and worldview will lead to positive attitudes about your client, while avoiding those whose perspectives and worldview will lead to bias against the client.
Back to marketing. You’re not trying to change minds, you’re choosing your prospects just like trial lawyers pick jurors, and for the same essential reasons.
The marketing that cuts through the clutter and resonates has a message that mirrors the worldview, values, and attitudes of the target audience.
That’s why messages that have a unique point of view that operates within the worldview of the intended audience are winners.
Violate that worldview (or have no point of view at all), and you lose.
This is why I teach people to forget about finding a tiny niche, and focus on resonating strongly with a chosen worldview segment.
In other words, choose a large lucrative market and appeal strongly to a specific kind of person.
At this point some people consider the Longevity Economy to be a niche, but that’s incorrect.
What’s happening is a fundamental shift in the economy that favors older consumers.
This means strongly resonating with a segment of the lucrative population of older consumers is more important than ever. We’re talking about a huge group of wildly different types of people.
Which brings us to Godin’s other point – resonating with similar worldviews “in a way that allows marketers to reach them cost-effectively.”
As small business people and entrepreneurs, we have to connect strongly with our ideal prospects quickly.
We don’t have the massive budgets of brand advertisers to go with generic messages and endless repetition.
And that’s where the Empowerment Marketing Toolkit comes in:
The prompts help you dig into who you are and how your expertise and experience in order to develop that unique point of view and winning positioning.
The profiles give you a working model of research-backed worldviews and positive aging perspectives that speed up the development of your own ideal prospect profile.
Plus there’s the 83-page manual, step-by-step Quick Start Guide, generative A.I. prompts, our Empowerment GPT knowledge base, and a community of like minded marketers and entrepreneurs.
It’s an invaluable set of tools for longevity economy success. And it’s yours at a generous discount for a limited time.
Keep going-
Brian
P.S. On Friday the price goes up, so why wait? Get your toolkit here.