10.31.2012

How To Grow Your Business Even When People Don’t Believe In You.

People believe what they want to believe.

Regardless of logic or emotion in the moment, people most often make up their mind based off of a life’s worth of experiences that have crystallized into beliefs.

So it doesn’t really matter what you say to people, or do, they are going to believe what they already believe.

You can’t change that.

Not unless you create a radical life experience for them.  A new experience that changes how their brain makes decisions — that fundamentally shifts how they view the world around.

In business, creating radical life-altering experiences like that demands a strategy of monumental audacity.  It’s close to impossible.

Apple changed what we believed  were the limits of convenient personal computing.  Zappos changed our beliefs about buying into better customer service. Ikea made us believe that simple and self-created furniture doesn’t have to look cheap. IBM inspired us to believe that robots can do more then just parse data.  They can be our friends.

But these are just a handful of the millions of businesses that set out each year to change people’s beliefs.

Most of them fail.  The truth is, changing believe systems probably isn’t the business that you need to be in.

Frankly, it’s a waste of your time. Impractical and messy.

Chances are, there are already people with beliefs like yours who are waiting to hear about you. Waiting to be marketed to. Sold to. Captured as a client.

So it is hardly a good use of your time to run around scolding and preaching when the community is waiting to be led. Here is a better business strategy for you:

  1. Take the time and think about who you want to do business with. Both right now and in the future. What does that customer look like?  Create a list of 8 to 10 variables that represent qualities in your ideal customer.
  2. Then go find those people. Access to business information is easier (and faster) than ever. Go do your research and find companies that fit the profile of a customer you would like to do business with.
  3. Once you have found what looks like an ideal customer, take the time to get to know them. Build a relationship online. Research them. Know what is going on in their company. Read news about them.
  4. And then take that knowledge and research to deliver a message that captivates them. Keep it short. Don’t send emails that are longer than 4 to 5 sentences. And send 10 to 11 emails before you stop trying to build a relationship.

Instead of fighting people to believe you, spend time bringing together a community of people who already believe.

That’s a better use of your time.

Your return on invested effort is exponentially better than you with a soapbox and a passionate “do-gooder” sales pitch.

You can’t easily change how people believe.  And even when you do change what people believe, the process is slow and painful. Not a good strategy for quick (and steady) business growth.

Put your community together.  Listen to their concerns.  Help them conquer.

You’ll grow faster that way.

(and even make some believers along the way…)


  • Alec Whitters

    The worlds so interconnected nowadays I would guess its near
    impossible to not be able to find a group of people that have similar
    beliefs to you. An insightful post.

  • Alec Whitters

    The worlds so interconnected nowadays I would guess its near
    impossible to not be able to find a group of people that have similar
    beliefs to you. An insightful post.

twitter logo picture facebook logo picture linkedin logo picture rss logo picture
Waldschmidt Logo