When Matters of Religion Matter

A few weeks ago I wrote a blog piece called Coastal Thinking.

Yesterday’s blog by Seth Godin, and an almost perfect trackback comment by Casual Fridays makes we want to expand it here. My original post is here.

Seth makes a very good marketing point about President Bush’s comments on intelligent design, as covered by the Washington Post. But the phrasing he chose for his comment makes a big advertising mistake.

Here’s what he says:

This is brilliant story telling in that it resonates with what a lot of people want to hear. It fits their worldview. It allays their fear of the unknown and resolves internal conflicts.
Of course it’s not “true.” Of course it’s not “science.” That doesn’t mean the idea isn’t popular and it doesn’t mean the idea won’t spread.

Knowing the subject is a touchy one, Seth finishes his post with this:

Please don't misunderstand me. This is not a post about the origin of life. I really don't want to hear from anyone on this topic.

I’m not going to discuss my – or Seth’s –view on the origin of life. This isn’t a post about that, or about politics. It’s about communication with customers, and the dangers of making faulty assumptions about those customers.

My quick letter to Seth went something like this:

If you really mean this:

I really don't want to hear from anyone on this topic.

You shouldn’t have said this:

Of course it’s not “true.” Of course it’s not “science.”

Because of this:

it resonates with what a lot of people want to hear.

Seth’s point about marketing is a good one. Excellent, even. Seth’s choice of words isn’t. People who believe in intelligent design do so for religious reasons, and fervently believe that the concept is both “true” and “a science”. Regardless of whether you agree with them, they will act on those beliefs. By phrasing his point dismissively, “Of course it’s not “true.” Of course it’s not “science,” Seth has created a message that creates conflict with his readers who might not think like him. A better phrasing could have made the same point, without marginalizing those readers.

How many are there? Does it matter? Who knows? My guess is, though, there are more than Seth thinks. Coastal Thinking explains why, in more detail.

Casual Fridays has this to say:

Unless your product is religious in nature, you probably don’t think religion affects a person’s decision to buy it. Wrong. This issue can affect what textbooks are bought or even which school a child attends. A person’s religion can dictate whether someone eats at your restaurant if it contains a bar. They may not buy your clothing line because of the suggestive photos in your catalogue. Maybe their religion is based more on ecology than theology. In that case, your environmental friendliness may predispose their purchasing decision in your favor, even if what you sell has nothing to do with the environment (i.e. Ben and Jerry’s).

The point I made in Use A Stick, and in Coastal Thinking here: As the bandwidth gets narrower, the target gets smaller. And what’s funny to a copywriter in New York almost certainly isn’t to a citrus grower in Florida. This has always been a problem in advertising, but now it’s even more important.

It doesn’t matter what you believe, or I believe. It matters what the people we’re talking to believe. Assuming that they think exactly like you, or that you can casually dismiss their beliefs, isn’t a good idea, especially when you’re creating messages you want them to respond to. Or not.

Comments

[Jonathan Trenn]

Ernie

I love your point on Seth's declarations about what is true and what is not true and what is science and what is not science and then not wanting to hear any comments on it. Essentially, he is saying that I'm right, I know I'm right, I substantial enough (because I'm Seth Godin) to make a statement like that, and no, I don't want to hear dissent.

[ernie]

Jonathan:

Exactly. It's fine if you think that way. No matter which side of the coin you find yourself on. Everyone has strong opinions about something, and everyone thinks they're right.

But when you're talking to people you don't know - people you're essentially advertising to (and Seth, in his blog, is basically advertising Seth), it's always good to remember that anything useful and positive you might have to say can be obliterated instantly by insulting your audience.