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THE BUSINESS OF BELIEF Practitioners Guide Based on the writings of Tom Asacker

THE BUSINESS OF BELIEF Practitioners Guide Based on the writings of Tom Asacker Copyright © 2013. Tom Asacker. All Rights Reserved. Perceptual barriers Most people's informational needs are relatively straightforward: a) what is it? b) why should I care and take action? c) why should I believe you? Visions, missions, unique selling propositions and so on are prepared, usually at great expense, to answer these very questions. The problem is they don't. So the questions go unanswered and people remain unmoved. There are three, self-imposed perceptual barriers to unlocking peopleʼs hearts and minds and creating belief: 1. We simply need people to be aware of, and understand, our unique value; 2. Theyʼll be interested in us and what we have to offer; and 3. Theyʼll believe what we have to say. Unfortunately, those days are long gone. People today are overwhelmed with choice, easily distracted and highly skeptical. In order to create belief and motivate behavior change, you must appeal strategically and creatively to their three “minds,” or modes of thought. The three minds 1. The feeling mind—Sometimes referred to as System 1, the feeling mind is rapid, instinctive and driven by our perceptions. It screens out, for the thinking mind, anything that is not immediately important. Itʼs looking for trouble. It wants to be stimulated and protected. 2. The thinking mind—Also known as System 2, the thinking mind is conscious, deliberate and highly skeptical. Itʼs interested in itself. It wants to feel good about its decisions and associations. Itʼs looking for relevance and inconsistencies. It wants to be right. 3. The believing mind—The believing mind is a strange and powerful mixture of feeling and thinking. It wants to identify with someone or something. It understands life by creating cause-and-effect stories. And it cares, ﬁrst and foremost, about itself—whatʼs happening in its environment and why, how it appears (to others and to itself), and whether or not itʼs safe and in control. The three steps There are three, progressive steps to unlocking hearts and minds and creating belief: 1. Engagement—Where you arouse peopleʼs feelings, engage their conscious attention,and point them in the direction of value; 2. Interest—Where you validate their existing beliefs, feed their hungers, and enhance their sense of self; and 3. Belief—Where you come alive in their imaginations and convey purpose through actions and through others. THE BUSINESS OF BELIEF Practitioners Guide Copyright © 2013. Tom Asacker. All Rights Reserved. Step 1: Engagement Unexpected - Make them stop and think The brain is a lazy piece of meat that conserves energy by making predictions about the future based on past experiences. To be discovered by the brain, you must be different than what it expects. You must be unpredictable. Creativity is what exposes unpredictable brands to discovery. ________________________________________________________________________ ________________________________________________________________________ Expressive - Charm rather than inform People make their own meaning based on what they see and feel, not on what you say. So focus ﬁrst on appealing to the consumerʼs “feeling” mind with the look and feel of your brand. Youʼre trying to tease, charm and inspire, rather than impress, persuade and convince. ________________________________________________________________________ ________________________________________________________________________ Evocative - Provide a cue to value Donʼt be different for the sake of being different; weave in a cue to the brandʼs value to stimulate desire. People are extremely time-starved and skeptical. Theyʼre quickly trying to intuit value as they rapidly move through todayʼs supersaturated, confusing and rapidly changing marketplace. ________________________________________________________________________ ________________________________________________________________________ THE BUSINESS OF BELIEF Practitioners Guide Copyright © 2013. Tom Asacker. All Rights Reserved. Step 1: Assessment Is it captivating? Is it unexpected? Is it completely different than what people have come to expect from it? Absolutely" " " " " Not Sure" " " " " No way Have we made it easy for them to engage with it? Is it designed to connect with their existing beliefs and behavioral predispositions? Absolutely" " " " " Not Sure" " " " " No way Does it stir their emotions and engage their conscious attention? Does it turn them on and make them feel comfortable? Absolutely" " " " " Not Sure" " " " " No way Is it expressive? Does it speak the brandʼs intentions and distinctiveness on its own, without literal, verbal language? Absolutely" " " " " Not Sure" " " " " No way Does it paint an evocative picture? Does the unique value of the brand come alive through it? Absolutely" " " " " Not Sure" " " " " No way Does it drive follow up behavior? Will the audience seek out more information, talk to others, request a sample, etc.? Absolutely" " " " " Not Sure" " " " " No way THE BUSINESS OF BELIEF Practitioners Guide Copyright © 2013. Tom Asacker. All Rights Reserved. Step 2: Interest Valuable - Feed their hungers People will only invest their limited time, money and attention if they expect something worthwhile in return. So make all interactions with the brand desirable by strategically crafting a unique bundle of value (see self-enhancing value components). ________________________________________________________________________ ________________________________________________________________________ Reﬂective - Enhance their self-identities It doesnʼt matter what people think about you or your brand. What matters is how you make them feel about themselves and their decisions in your presence. Make sure that your audience can clearly see themselves and their situations (their stories) in everything that you say and do. ________________________________________________________________________ ________________________________________________________________________ Behavioral - Get them to act The purpose of any branding, marketing or sales strategy is to motivate short and long-term behavior. The best way to motivate behavior is to get people to take easy and risk-free actions to experience the brand, and thus to consciously connect its value to their lives and their life stories. ________________________________________________________________________ ________________________________________________________________________ THE BUSINESS OF BELIEF Practitioners Guide Copyright © 2013. Tom Asacker. All Rights Reserved. Step 2: Assessment Are we deeply in touch with the audienceʼs beliefs and desires? Absolutely" " " " " Not Sure" " " " " No way Do we know what audience hungers we are feeding? Are we sure that they are their prevailing hungers? Absolutely" " " " " Not Sure" " " " " No way Are all of our activities valuable, in our audienceʼs eyes? (If not, what can we do to make them valuable?) Absolutely" " " " " Not Sure" " " " " No way Are we stimulating desire in everything our people say and do? (Or are we simply being helpful and nice?) Absolutely" " " " " Not Sure" " " " " No way Does our audience love our distinctive way of being? Can they see themselves and their unique desires and sensibilities reﬂected in our brand? Absolutely" " " " " Not Sure" " " " " No way Are we still trying to persuade, or are we moving the audience with creative and valuable experiences? Do the experiences reveal the vision, intention, and passion behind our brand? Absolutely" " " " " Not Sure" " " " " No way THE BUSINESS OF BELIEF Practitioners Guide Copyright © 2013. Tom Asacker. All Rights Reserved. Step 3: Belief Vivid - Come alive in their imagination The more honest, visual, and speciﬁc something is, the more believable. We are more deeply inﬂuenced by demonstrations and narrative laced with details and emotion, than by mounds of data and testimonials. ________________________________________________________________________ ________________________________________________________________________ Tangible - Convey purpose through actions In order for people to make your brand an integral part of their lives, they want to believe that you are “in it for them,” for the long haul. The ability to reach outside of yourself, and connect with them in meaningful and valuable ways, demonstrates this integrity of purpose. ________________________________________________________________________ ________________________________________________________________________ Social - Stimulate interaction and sharing Our behaviors are shaped by what others say and do. Make your brand, and its value, visible in the real world of peopleʼs daily activities. Sustainable word-of-mouth is about giving people something valuable that they can share with others. The emotional and shared context of this “social currency” should enhance peopleʼs sense of selves, as well as their connectedness and their alikeness. ________________________________________________________________________ ________________________________________________________________________ THE BUSINESS OF BELIEF Practitioners Guide Copyright © 2013. Tom Asacker. All Rights Reserved. Step 3: Assessment Do our actions prove what we believe in, and what life should be about for our audience? Do they demonstrate our uniqueness through small acts of caring and bold strokes of creation? Absolutely" " " " " Not Sure" " " " " No way Have we brought the idea to life in a vivid way? Is it visually powerful, clear and memorable? Absolutely" " " " " Not Sure" " " " " No way Are we focused on the audienceʼs truth? Are we telling a meaningful and engaging story laced with details and emotion? (Or are we focused on the facts, and trying to persuade people with carefully crafted arguments and mounds of data?) Absolutely" " " " " Not Sure" " " " uploads/Philosophie/ bob-practitioners-guide.pdf