{"id":57257,"date":"2021-12-16T15:51:00","date_gmt":"2021-12-16T19:51:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=57257"},"modified":"2021-12-29T10:23:19","modified_gmt":"2021-12-29T14:23:19","slug":"customers-perspective","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/customers-perspective\/","title":{"rendered":"How to Appeal to Your Customers’ Perspective"},"content":{"rendered":"\n

Do you understand your customers’ perspective? Do you know how to appeal to that worldview?<\/p>\n\n\n\n

Seth Godin argues that it’s vital to understand your customers’ perspective\u2014their worldview. He discusses what a worldview is, why it’s important, and how to appeal to a perspective using frames, euphemisms, and oxymorons.<\/p>\n\n\n\n

Read more to learn about the customers’ perspective.<\/p>\n\n\n\n\n\n\n\n

Your Customers’ Perspective<\/h2>\n\n\n\n

The key to good marketing is a good story. To tell a better story, it\u2019s best to appeal to a worldview, the way someone sees the world. Godin\u2019s first principle of modern marketing is that a good story starts with a specific worldview. When you can tell a story about your idea or product that aligns with a customer’s perspective or worldview, you\u2019ll not only satisfy their wants and needs but validate their beliefs<\/em>.<\/p>\n\n\n\n

What Is a Worldview?<\/h3>\n\n\n\n

Godin defines a worldview as the set of beliefs, values, and biases<\/strong> that determines how a customer sees and interacts with the world. While everyone has the same basic wants and needs (food, shelter, to be happy, healthy, and so on), Godin explains that their worldview determines how they fulfill them. <\/p>\n\n\n\n

For example, what\u2019s the difference between someone on a Keto diet (which emphasizes consuming a high percentage of fat) and someone on a plant-based diet? Both people probably feel that they have found a dietary lifestyle that balances health and nutrition. They have found two different solutions to one common goal, meaning they have two different perspectives or worldviews.<\/p>\n\n\n\n

Often, people with similar worldviews group into small niches or micro-communities. Godin says a marketer\u2019s success lies in finding the right group of people with a shared worldview and telling them a compelling story that aligns with that perspective. <\/p>\n\n\n\n

Understanding and Changing Worldviews<\/strong>

Stephen Covey’s 7 Habits of Highly Effective People<\/em> suggests another way to define worldviews, which he calls paradigms<\/a>. He defines paradigms as the lenses through which you see the world and that shape how you interpret your situations and surroundings. These interpretations dictate your behavior, much like Godin\u2019s idea of worldviews influencing you to buy a product.

Our sense of self is often tied to our worldview. We usually have an automatic, defensive response to information that threatens our worldview, and therefore, our sense of self. We also tend to dismiss facts that don\u2019t conform to our worldview<\/a> (also known as confirmation bias<\/a>). This can be tricky to navigate as a marketer. So how do you do it? 

Covey offers an answer for how to change a perspective. He proposes becoming aware of your biases, identifying the worldviews you want to adopt, and shifting your perspective. While his writing is geared toward individuals wanting to adjust their worldviews, advertisers can tailor his ideas to their marketing story to thoughtfully address a worldview<\/a>. Ask yourself: What bias are you addressing? How does your product answer that worldview? Does it offer a better solution or new reality?<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

How Do Worldviews Affect What People Buy?<\/h3>\n\n\n\n

Now that we know what a worldview is, let\u2019s discuss how a worldview or perspective influences your customer\u2019s shopping habits. Godin claims worldviews can affect three customer attributes: their attention, their biases, and the language they expect.<\/p>\n\n\n\n

Attention <\/strong><\/h4>\n\n\n\n

Your customer’s perspective is one factor that determines whether she\u2019ll notice your product. For example, someone who\u2019s vegan<\/a> probably won\u2019t notice your new steakhouse. Attention is hard to get, so it\u2019s best to get the attention of people who want to give it\u2014that is, those whose worldview aligns with your product. <\/p>\n\n\n\n

Permission and Viral Marketing<\/a><\/strong>

Godin pioneered the concept of permission marketing<\/a> in his book of the same name, where the marketer gets permission from the customer to send her product information. The idea is to get the attention of people who want to give it or who are already paying attention<\/a>. It contrasts with interruption marketing<\/a>, which was the old advertising<\/a> method of fighting for consumers\u2019 attention through active promotion. There are a few key elements to permission marketing:

It\u2019s anticipated: Consumers expect to receive information from the marketer.

It\u2019s personal: The information relates to the individual consumer.

It\u2019s relevant: Consumers are interested in the information.

Permission marketing<\/a> is often associated with email marketing, where consumers opt in to getting information from marketers. This is a more cost-efficient tactic because marketers rely on low-cost methods (like email or social media) to target interested consumers. This leads to a higher conversion rate of leads to sales, and it builds consumer trust. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Biases<\/h4>\n\n\n\n

Although Godin isn’t clear about how worldviews and biases interact, we can infer that our worldview makes us prone to certain assumptions. Take the previous example of the vegan and your new steakhouse. Because of their worldview, someone following a vegan diet will probably have a knee-jerk reaction or bias against your steakhouse. People carry biases that affect their initial impressions of products, people, and ideas. They like having their worldviews and underlying biases confirmed, not challenged. <\/p>\n\n\n\n

Biases in Marketing<\/strong>

Godin uses \u201cbiases\u201d to define<\/em> \u201cworldview,\u201d but then he goes on to say that our worldview affects<\/em> our biases, which is a bit confusing. Regardless, the key point<\/a> is that it\u2019s important to understand the various forms of biases and how marketers can overcome them. 

A bias<\/a> is an inclination in favor of or against an idea, person, thing, belief or group. Biases can be learned or innate, and we\u2019re often unaware of them. There are also several different kinds of biases<\/a>, as Richard H. Thaler and Cass R. Sunstein explain in Nudge<\/em><\/a>: anchoring, availability, representativeness<\/a>, status quo, and loss aversion. We\u2019ll talk about the status quo bias<\/a>, because that\u2019s the one marketers have to overcome most often.

The status quo bias<\/a> is our tendency to stick with our current option or situation\u2014usually for no good reason. Status quo bias frequently affects our decision-making<\/a>. For marketers, this means that consumers are prone to keep buying the same products they always have. How often do you change the type of toothpaste you buy? You probably have a chosen brand and flavor. That\u2019s status quo bias at play.

As a marketer, how can you encourage consumers to break out of their status quo bias and try your product? First, consider spending more time listening to consumer needs and feedback<\/a>. Read reviews, and look for gaps in the market. Then, tell the consumer how the current status quo is a losing proposition and what they have to gain from your product<\/a>. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Language<\/h4>\n\n\n\n

Customers expect to hear certain messages in certain ways. Think about perfume commercials\u2014they follow a distinct format and theme. <\/p>\n\n\n\n

Godin explains that language isn\u2019t limited to specific words used. It can come in the structure of the message, the colors used, or the overall mood of your ad. Make sure the way<\/em> you tell your story<\/strong> aligns with your customers’ perspective and the story you\u2019re trying to tell. How you tell your story includes all of the text, images, design, and employees that go into selling your idea. <\/p>\n\n\n\n

Words Can Hurt Your Marketing<\/strong>

The way you tell your story is just as important as the story itself. A change in one word could make all the difference in your marketing campaign<\/a>. One company found that changing their checkout button from \u201c+Cart\u201d to \u201cAdd to Cart\u201d increased clicks by 49%<\/a>. So how do you choose your words carefully?

Consider connotations. What\u2019s the difference between \u201cSign Up Now\u201d and \u201cAre You Ready to Get Started?\u201d One is overused and forgettable, while the other creates a sense of excitement.

Simplify your message. In Positioning<\/em><\/a>, the authors note that simple messages can be more effective, because they\u2019re better able to cut through the noise. Our brains can only juggle a few ideas at once, so it\u2019s best not to overload customers with too much complex information.

Perfect the word choice in your call to action. Your goal as a marketer is to get consumers to act. This usually means buying your product, but it could also look like signing up for emails. So focus on getting your call to act right.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

How to Appeal to a Worldview<\/h3>\n\n\n\n

Now that you know what a worldview is and how it affects customers, how can you use that to tell a better story? How do you tell a story that doesn\u2019t conflict with your customers’ perspective? And how do you control the story around something that could be viewed as a negative? Godin says using frames, euphemisms, and oxymorons can help you align your story with a worldview.<\/p>\n\n\n\n

Frames<\/h4>\n\n\n\n

According to Godin, framing is a way to spin your story to encompass or resonate with a customer\u2019s worldview. Framing your story can also give you some control over the customer\u2019s initial impression of your product. (Godin later expands on how important the first impression is, as we\u2019ll discuss in Principle 3).<\/p>\n\n\n\n

Take this example: A university notices that its freshman enrollment rate has been declining. They decide to frame a new story to welcome nontraditional students. Rather than presenting themselves as a school with the typical college experience (Greek life, clubs, and so on), the university decides to appeal to people who don\u2019t fit the usual 18-year-old college freshman mold. By framing their story to appeal to nontraditional students, they may expand their prospect pool and reverse their declining enrollment.<\/p>\n\n\n\n

Framing in Politics <\/strong>

As linguist George Lakoff writes in Don\u2019t Think of an Elephant<\/em><\/a>, politicians and political correspondents frequently use framing to speak to certain biases<\/a> and thereby gain support. He describes political frames as \u201cmental structures that shape the way we see the world,\u201d which echoes Godin\u2019s idea of worldviews. 

Godin also recognizes the role of worldviews and framing in politics\u2014for instance, in the way George W. Bush and John Kerry campaigned in the 2004 presidential election. He says they both flip-flopped on issues, but Bush told the story about Kerry being a flip-flopper first. Kerry tried to counter it (saying Bush flip-flopped too), but by then, Bush\u2019s story had stuck. Godin says the best tactic is to tell the story first. Lakoff also stresses the importance of not using your opponent\u2019s language, because it strengthens the association with their argument. So every time Kerry tried to tell the public a story about Bush being a flip-flopper, it made people think of Bush\u2019s earlier claim that Kerry was a flip-flopper.

Creating a frame (or worldview) takes time. Lakoff uses the example of the conservatives\u2019 \u201ctax relief\u201d bill. They had spent years framing taxes as a burden, making it part of their political platform and ethos. When George W. Bush proposed tax cuts<\/a>, conservatives won support by calling it \u201ctax relief,\u201d which played off the idea that taxes are bad. \u201cTax relief\u201d was framed as something that would relieve a burden on people. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Euphemisms<\/h4>\n\n\n\n

Euphemisms are different names for the same idea. They are used to steer away from negative connotations or biases someone may have about an idea and help you frame it more favorably.<\/p>\n\n\n\n

An example is substituting \u201cathleisure\u201d for \u201cworkout gear.\u201d Athleisure (the euphemism) appeals to someone who values looking stylish, even while sweating through their workout. On the other hand, \u201cworkout gear\u201d may still be fine for someone who just wants to go to the gym to sweat. Your language depends on which type of customer you want to appeal to. (Shortform note: To use euphemisms effectively in marketing, avoid these pitfalls<\/a>: Don\u2019t exaggerate the value of the product, don\u2019t mislead, don\u2019t minimize an important issue, and don\u2019t be so obscure that people don\u2019t know what you\u2019re talking about. Instead, try to be creative, positive, inspirational, and mysterious,)<\/p>\n\n\n\n

Marketing Is Like a Camera<\/strong>

Throughout the book, Godin describes worldviews as a lens. What does he mean? Let\u2019s compare it to taking a picture: a still life of a fruit basket. The photographer is the consumer. The fruit basket is the product you\u2019re marketing. The camera they\u2019re looking through is their worldview, and the type of camera, whether an iPhone or DSLR, affects how the fruit basket looks when they view it. Framing is how you, the marketer, set up the display: Is a certain fruit positioned toward the front? Is the background black to draw the customer\u2019s eye to the fruit and create a moody atmosphere? Or is it yellow to evoke a sense of happiness and fun? What\u2019s the lighting like? As you can see, many different frames could be applied to alter how the fruit looks to the photographer\/customer. Notice how we said \u201cstill life of a fruit basket\u201d and not \u201cpile of fruit\u201d? There\u2019s the euphemism.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Oxymorons<\/h4>\n\n\n\n

Like a euphemism, an oxymoron is a way to frame an idea, but by combining contradictory words in a phrase. With oxymorons, you can use new words or phrases for an old concept in order to avoid negative connotations or to catch the consumer\u2019s attention. You can target people who have two worldviews that seem like they\u2019re at odds with each other. <\/p>\n\n\n\n

For example, \u201cnon-alcoholic beer\u201d is an oxymoron because beer is, by definition, alcoholic. This phrasing appeals to someone who likes beer but doesn\u2019t want the inebriating effects that come with drinking alcohol.<\/p>\n\n\n\n

Godin\u2019s Oxymorons<\/strong>

Godin uses the word oxymoron a lot, particularly on his blog. While oxymorons tend to be words or phrases, Godin also refers to ideas that confound expectations by surprising the reader with a contrast as oxymorons. His usage is similar to a juxtaposition<\/a>, where two ideas are placed next to each other for a contrasting effect.

For example, in a blog post, \u201cWhat will be on your tombstone<\/a>,\u201d Godin points out that articles about Google often mention that the company serves employees lunch prepared by the former chef for the band the Grateful Dead. He calls this memorable factoid an oxymoron, although it isn\u2019t an oxymoron in the traditional definition. 

In terms of what that means for your marketing, Godin seems to recommend that you throw the audience an interesting curveball\u2014something they weren\u2019t expecting to hear.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

Do you understand your customers’ perspective? Do you know how to appeal to that worldview? Seth Godin argues that it’s vital to understand your customers’ perspective\u2014their worldview. He discusses what a worldview is, why it’s important, and how to appeal to a perspective using frames, euphemisms, and oxymorons. Read more to learn about the customers’ perspective.<\/p>\n","protected":false},"author":9,"featured_media":57265,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104],"tags":[556],"class_list":["post-57257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","tag-all-marketers-are-liars","","tg-column-two"],"yoast_head":"\nHow to Appeal to Your Customers' Perspective - Shortform Books<\/title>\n<meta name=\"description\" content=\"It's vital to understand your customers' perspective\u2014their worldview. 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