Monday Musings – Change the Narrative

The best way to change perception is to gain control of the narrative. This is accomplished in three ways.

FIRST, do not feed into the perception you are trying to change. Don’t bring up the errant concept. Simply start by stating your position.

EXAMPLE: Many people say the sky is orange. I have scientific proof that it is blue. – by bringing up the topic of an orange sky you inadvertently feed into human curiosity getting a lot of blue sky believers to look into why people think it is orange.

SECOND, be loud enough with the narrative you want to promote (not decibel level, but how frequently the message is delivered). In marketing speak it is called share of voice. State what you want people to believe in every interaction you can. Say it in multiple ways and everywhere. If you say something often enough and with enough conviction, others will start to believe it, even if they do not take the time to understand why you are making the claim.

EXAMPLE: We all know it is the Tryptophan in turkey makes you sleepy after Thanksgiving dinner, right? Actually no. Science has proven otherwise (actually never made that claim), but that does not keep us from talking about it as we fall asleep in the recliner with the game on.

FACT: there is no more of the chemical Tryptophan in turkey than there is in most other meats—not to mention soybeans, cheeses, and even sunflower seeds. If anything, that drowsiness you feel is likely caused by the high-carb stuffing and mashed potatoes accompanying the turkey. So please, cut turkey some slack.

THIRD, be right. Have the facts, stats, data and examples supporting your narrative ready so you can respond with CALM AUTHORITY and be perceived as “The” expert on the topic when questions arise and people want to know more. Just as important is making them easy to understand.

EXAMPLE: We have all seen and heard a politician make a statement to promote an agenda and then be tripped up as they are questioned about it. Journalists do their homework and fact check. You need to be ready. Often times there may be studies or research that are contradictory. When that happens, be prepared to state (clearly and calmly) why the study/research you site is a better source of information – i.e. is it more recent, are the parameters and demographics more accurate, or do the researchers/study group have greater credibility?

There will always be holdouts – people that are heavily invested in their ideas and not interested in listening to your position. That is ok. Don’t waste time and resources trying to convince them. Just be louder than they are and have credible, easy to understand facts to support your position.

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