Are you challenging or aligning with the buyer?

“Mom, I want to buy this carbonated drink” exclaimed Mary in her enthusiastic voice.

“No, it has sugar. We don’t eat sugary things” the mom replied. She then gives a monologue about eating healthy.

Mary traces back her path to the soft drinks section. She places the orange coloured bottle amongst other brightly coloured drinks. She is evidently dejected.

For the mom, the drinks section is non-existent. She eats healthily. She’s a natural food connoisseur .The junk section does not align with her worldview.

As a marketer, what would you do?

It’s not your job to challenge her worldview. Forget educating. All you need to do is create a marketing story (and product) that reflects her worldview.

For instance- Have a bottle with recyclable materials. Label it this way.

Most importantly- place it in the natural foods section.

The different elements like packaging, placement and label aligns with the mom’s worldview.

“Mom how about this? It’s the same juice, but healthier”

“Let’s buy it” approves the mom as they checkout.