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Step 1: Understand your audience’s beliefs
and desires
The Burkini is stylish and comfortable swimwear that
also meets the Islamic requirements for modesty. It was
invented by a woman who was inspired by watching her
Muslim niece struggle to play netball in bulky covering.
All enlightened marketers know that the essential first
step to motivating people’s behavior is to understand
their perspectives and embrace their desires and beliefs.
Everything else flows naturally from there.
Step 2: Make people comfortable
Being moved by any type of marketing is like crossing
a footbridge stretched above a deep chasm: It requires
motivation and consideration. Only those who truly desire
what’s on the other side, and who feel relatively safe and
in control, will be moved to venture across.
Those skilled at motivating people to cross a new bridge
don’t want them to become distracted or suspicious. So
they make them comfortable by sending consistent and
familiar signals that make everything appear unambiguous
and safe.
Step 3: Paint the picture
People are drawn across the bridge of belief and behavior
change by their anticipation of a better experience and a
better life. Effective marketers ignite people’s imaginations
by painting vivid, compelling, and personally relevant
pictures that move them.
Step 4: Make it theirs
Great marketers are viscerally aware that they are simply
guides on other people’s trips. And so those marketers do
everything possible to make others’ journeys