Strap yourself in, comrade. I’m about to reveal a “crack” most marketers never notice in their campaigns. A crack that grows into a massive hole, crippling your sales process.
And I’ll be using an interesting story about African Lingual ( and racial ) tensions to boot.
Did you know, in Zimbabwe most of the A-list schools suck at teaching our mother tongue?
Well, at least that is the common public thinks ( those gullible short sighted cunts ).
This is because of two reasons:
- those schools tend to focus on their student’s English skills ( kids from these schools sound almost Brittish )
- most white families send their kids to these schools, giving them a large “white child ratio”, giving the students of African descent shitloads of Brittish English exposure
- these schools tend to have more white teachers than most schools
You have people thinking these “white” schools can only teach English and can’t teach Shona, our mother tongue.
Anyways, here’s where it gets interesting
When public exams take place, most of the government regulated markers are from non-group A schools. And frankly these fuckers can’t stomach the thought of a group-A school student passing Shona .
Some of these guys cling so desperately to how they believe a student from such a “white school” shouldn’t pass the language, they’ll intentionally fail the students from those schools to validate their own ideas and beliefs.
They might justify it by saying the student “cheated”.
I’m not making this shit up.
I actually know an incident where this actually happened.
A student got over 40% of her actual mark ommited because of where she learned ( we revised the paper with a close relative of ours who’s actually one of the fairer teachers. The numbers checked in ).
You see where I’m taking this idea?
People are so desperate to cling to their beliefs they’ll break the rules if possible if it means upholding them and avoiding the painful truths
These guys where willing to not only ruin a little girl’s academic future, but also get fired in the process!
Your market probably has a set of beliefs and ideals deeply ingrained in it’s psyche, keeping it from purchasing your solution.
These beliefs hold them back from achieving their true potential.
And this is bad if achieving their true potential can be “sped up” but buying your product!
They’ll cling to their beliefs with the fervor of a stalker chasing his ex!
For example, the men’s dating niche is full of men who don’t believe they’ll ever be good with women. You’d be surprised how much of their content is dedicated to showing men it’s possible to “get the girl”, even if they’ve never spoken to one before.
If they didn’t confront this belief head on, nobody would buy their products.
The idea of finally getting the girl might be a bit too good to be true.
Oh, that’s just the tip of the iceberg. Lots of “business building” courses online almost always start with “mindset classes” where they reprogram their student’s belief systems. Reason why’s because it’s easier to help someone start a business if their internal beliefs are more aligned to success.
And several of their students come in with a “defeat mentality”, making it hard to teach them how to “win”.
Take your market’s hardest held beliefs into consideration before you even start planning your marketing
That way, you’ll avoid having your sales message and content falling on deaf ears.
But wait, there’s more. If you’d like my help digging deep into your customer’s psyche to uncover their inner beliefs…and ploughing them down with a marketing bulldozer, then get your ass over to jaymakoni.com/work-with-me and let’s join forces.
-Jay “ The four eyed bastard ” Makoni