Money can buy airtime, but can’t change deeply held opinions.
After $2 billion in advertising what have we learned about selling to those with entrenched ideas? The effective GOP game plan was to cluster bomb the field with fliers and mistruths close to the election time giving the opposing side little time to correct the wrong information. As Mark Twain wrote, “Lies will get half way around the world before the truth can get it’s shoes on.”
Make it stopppppp
The more often you heard a message, the more likely you are to believe it and then buy what they are selling. That is why the GOP kept pouring more and more last minute cash into media with the DEMs matching them until they both made a four-year old cry.
Message overkill won’t work on a business prospect, however, instead it makes them cry out for you to just go away – FAST and FOREVER.
What will work?
How do you get someone who is in love with their ideas, products, and services to try something different? How do we get the traditionally entrenched to go from NO to MAYBE to YES when it comes to sustainable products and services that they’ve never seen before?
According to a great article in Pacific Standard to move people off the their position first they have to experience their own ignorance. How researchers did that around hot political issues was by asking people to explain the mechanics of an issue — What exactly is single payer insurance or GMOs, or our energy policy? When people had to explain an issue and couldn’t, they moderated their own views and opened the door to new information. Read the full article here.
Ask for an explanation always instead of feelings.
When I was a new sales rep, one of the suggested strategies was to find out how your customer feels and then align yourself with them. If your opinions agree, that’s good, but it’s still not a sale. If their opinion is not yours and you counter it, you negate their feelings, lose the sale and probably the rights a second sales call. But if you ask for an explanation to soften the sale first…
After subjects tried (and usually failed) to explain a policy they judged as laudable or odious, they not only revised downward their level of true understanding, but also moderated their position on the issue. And those who reported the greatest decreases in understanding also showed the greatest degree of moderation. taken from Pacific Standard
Pew Research soften the political camps by putting out an 11 point quiz on really, REALLY basic questions surrounding this election. Go ahead and take the quiz, I’ll wait…..
How did you do? Regardless of how many you got right or wrong, the quiz and its results establishes how truely ignorant we all are even after $2 billion in “education.” Think about it, if $2 billion in repetitive ads can’t educate us, then how will one-time collateral material get a prospect over the hump?
Would a quiz/survey about the big picture of sustainability work for you? Now is the time to do it. We are all at the beginning of this green learning curve when it’s ok to admit we don’t know what we don’t know. Surely they provide more value calling your prospect over and over and over with the same soundbite.
Give it a shot and may the lines at your voting place be short.