Changing Attitudes as a Dynamic in brand development
Changing attitudes is the first step in persuasion
- What circumstances arise naturally that can incite changing attitudes towards an existing state?
- What are the braziers to that change?
- When is change most likely?
- How can we take advantage of those changes?
- What are the motivations that might facilitate changing attitudes?
- What happens after an attitude or belief changes?
Define human beings by what they believe to be true
Changing attitudes is difficult because human beings are captives of their own belief systems. A belief system is akin to software on a computer. The computer may be capable of running many tasks but spreadsheet software makes for a terrible word processor. To actually change behaviors, it is necessary to alter the software. In a way, it is about writing code.
Once you understand the power of beliefs (we call them precepts at Stealing Share) you can begin to rewrite the computer’s instructions and over-write the existing software.
We are all prisoners of our belief systems. What we believe to be true gives rise to our needs and wants (think marketing messages). But it is important to remember, when embarking on changing attitudes, beliefs do not have to be true to be powerful. They simply need to be believed. It is also important to remember that because precepts are so fundamental to who we are that telling someone that a belief they hold is not true is seen on an attack on themselves.
So, you must respect precepts when changing attitudes because you must have empathy for the person. You must stand in their shoes and identify with their beliefs so that the path to persuasion becomes clear.