When it comes to belief systems, it’s likely your first assumption is to think that’s in the field of self-help gurus, motivational speakers, and of course, all the world’s religions.
But in marketing, even B2B marketing, you deal with belief systems everyday. Your software appointment setting campaigns can claim to just have all the facts. That doesn’t mean these facts are being broadcasted because you know it resonates with the belief of your target market.
Let’s get one thing straight though. Resonating with a particular belief system or world view doesn’t necessarily mean it has to agree with it 100%. A closer definition would be a form of dialogue that can potentially shape, even change long-held beliefs. Look at gurus like Matt Moris and other popular motivators. They all say the same thing about belief systems: They’re constructed (consciously and subconsciously) by people and these people experience the effects.
Now in the context of software for example, there are often too many prevailing misconceptions that shape the technological reality of most organizations. Look at healthcare and EMR, sales teams with CRM, or even just small businesses with accounting software. There’s no shortage of seemingly ‘false beliefs.’
But are these beliefs simply wrong because they’re false or because the culture, behavior, and habits of the users shape the results of their software experience? This is a question your appointment setting campaign should be hardwired to tackle. The key is to understand how your content and your engagement with prospects really resonate with a prospect’s long-held beliefs. You can do this in two ways: reflection or reconciliation.
Reflection is usually the word most synonymous with the idea of resonating. It’s the kind of interaction where the facts you cite literally reflect your customer’s own worldview.
It shoudn’t just stop there. It should also extend to reflect actual prospect experience. A prospect might have a long-held belief about your technology but it works best if you demonstrate it in ways that’s closest to their day-to-day work experience.
Though like I was saying, you don’t necessarily have to have facts that agree in order for your content to really resonate with a target audience. This is what it means to reconcile those facts with a seemingly opposing view. Take the tech misconceptions I just mentioned. You don’t just stop with saying they’re wrong. You have to really reach out, give them advice, and show them how they settle the difference between their views and what the facts say. For example, say that your prospect think a CRM system can bridge marketing and sales. You have stats that say this isn’t necessarily true. Obviously, that means your next step should be to guide a prospect on making that true.
No matter how objective the facts, people seek them out in the hopes of some form of validation. Whether it’s a mere suspicion or a long-held belief, it’s something your appointment setting campaigns need to interact with instead of just citing the facts.