All Marketers...

Different audiences demand different lies

We spent March talking about stories. Stories are repeatable shorthands–ways to make it easy for your audience to understand your idea and share it.

In April, we’re going to shift gears a little bit. We start with this question:

Why are Republicans several times more likely than Democrats to drive Ford 150 pick up trucks? And why are Democrats dramatically more likely to drive Hondas?

The Times reports the story today in detail, but they don’t get at the useful construct.

What we do know is that politics should have nothing to do with what you drive. But it does. The reason it does is that politics affects your worldview. Your worldview is the set of assumptions and biases and instincts you bring whenever you examine something new. And if your worldview doesn’t match a story that a marketer is telling you, you ignore it.