This week we continue the discussion on using your market's primary schemas to craft the perfect sales messages.
Today we discuss how to identify the mistrust schema in your market, and what types of stories resonate with them the most.
(I apologize for the poor sound quality. New mic next week)
Biggest Takeaways (FAQ)
Q: How can I identify the predominant schemas in my marketplace?
A: Identifying the predominant schemas in your marketplace is essential in crafting a persuasive narrative that connects with your audience. Look for patterns in their behavior, feedback, and responses. Are they frequently suspicious or hesitant? Are they questioning the authenticity of your offers? If such patterns are present, they might be influenced by a mistrust schema. Remember, the key is to understand your audience's underlying beliefs and expectations.
Q: Can you tell me more about the mistrust schema?
A: The mistrust schema is characterized by individuals who tend to believe others will betray or exploit them. They're on high alert, expecting betrayal from those closest to them. They harbor deep-seated beliefs about hidden harmful intentions in others. They scrutinize even benevolent actions, searching for hidden motives. It's a challenging schema to engage with, but understanding it can help you craft a narrative that resonates with them.
Q: What are the common indicators of a mistrust schema?
A: If you're dealing with a mistrust schema, some of the common indicators are: a general expectation of betrayal; a constant state of alertness; the anticipation of being exploited; a likelihood to question the sincerity of your copy; and lingering resentment towards past betrayals. These individuals are also prone to 'testing' the trustworthiness of others, revealing a persistent skepticism.
Q: How can I craft a narrative that appeals to a mistrust schema?
A: The key to crafting a narrative that appeals to a mistrust schema is to validate their fears and provide them with a perceived adversary. For example, stories that confirm their suspicion, like "doctors are exploiting you" or "financial advisors are deceiving you," can resonate with them. It's also crucial to provide substantial evidence supporting your argument and to offer an impressive guarantee.
Transcript
Recall from our previous discussion that schemas are psychological constructs representing underlying beliefs developed by individuals.
We've examined 11 specific schemas, as delineated by Dr. Young and Dr. Klosko in their book, "Reinventing Your Life." Using these principles, among others related to schemas, I've devised the concept of primal persuasion.
This approach involves identifying the predominant schemas in your marketplace, which subsequently facilitates the crafting of compelling narratives that resonate with your audience.
Today, we'll delve into the traits that characterize the mistrust schema, so you may recognize them within your market.
Individuals influenced by the mistrust schema tend to harbor a belief that others are poised to betray and exploit them, thus maintaining a constant state of vigilance.
They anticipate that betrayal is not only possible from those close to them, but also more likely. A deep-seated belief that others harbor hidden, harmful intentions dominates their thoughts. Even seemingly benevolent actions are subject to scrutiny and suspicion.
So how can you tell if your market is riddled with individuals suffering from mistrust schemas?
Here are some indicators: a general expectation of harm or betrayal; constant alertness; an anticipation of being exploited; a likelihood to question the sincerity of your copy; and anger towards past betrayals.
This schema is common in markets where individuals are likely to return, such as weight loss or health, often fueled by past disappointments.
Commonly, they test the trustworthiness of others, revealing a persistent skepticism.
Mistrust schemas are prevalent in finance, health, weight loss, and even some sectors of the dating niche.
When evaluating your market, consider whether these indicators are common characteristics of your audience. A strong correlation may suggest a significant presence of the mistrust schema.
There are certain narrative strategies that will resonate with this audience.
Often, stories that validate their fears — for example, "the doctors are exploiting you" or "your financial advisor is deceiving you" — find traction.
As I've mentioned, it is crucial to provide substantial evidence in your argument, and to offer an impressive guarantee.
Let's examine a couple of examples, using a resource called Swipe.co, which I highly recommend.
An effective example from Bottom Line Health adeptly taps into the mistrust schema, focusing on how doctors, laboratories, and pharmacies can harm patients.
The piece highlights issues like dangerous misdiagnoses, laboratory errors, and toxic prescriptions. This confirmation of the audience's mistrust is quite impactful.
Another notable example is a piece titled "Bankers Dirty Little Secrets." The author, a former banker, outlines various ways in which bankers exploit clients.
Summary
•People who suffer from the mistrust schema are extremely vigilant in protecting themselves from betrayal.
•They don’t believe new claims or old claims that have failed them.
•Verify their fear. Give them an enemy that proves them right. Sometimes even agitate their anger.
•Then give them a ton of proof
•Give them a great guarantee