An Introduction to Believe

Last week with the second installment in the learn . know . believe series I hit with a post on know. The basis of know is quite simple, too – yet equally overlooked in positioning exercises. The purpose of know is to help people understand exactly how your product / service / company will benefit someone like them. The complete post is available here as a reference.

In this final post of this series, we’ll focus on believe.

Following in the footsteps of learn and know, the foundation for believe also begins with a single question,

“What will <product / service / company name> do for me?”

Believe connects the benefits of know directly to the customer – at a truly personal level.

At believe, the customer no longer knows a positive benefit may be achieved. At believe, the customer has experienced your positive benefit(s) and believes the your ability to deliver on your promise(s).

At first pass believe sounds a lot like know. This is true, but the gradient between the two is quite sharp. Customers have to believe a product will meet their initial objective, and/or other nearby objectives. If they know it will meet their objectives, a small hurdle has been cleared as they know many other alternatives may also meet their objectives. If they believe it will meet their objectives, they have instilled in themselves a deep seated knowledge that your product / service has the ability serve them in a way no other alternative can match.

While know represents a satisfied customer, believe is the cornerstone of loyalty – the foundation upon which advocates for your product and your brand base their positions. When a customer believes in your product, they are fully committed to its contributions to their business and/or life. When a customer believes in your product, they are no longer seeking alternatives. When a customer believes in your product, they are taking active steps to introduce their network to the benefits of your product / service.

Beliefs are very difficult things to change. If you can achieve this level of commitment from your customers, you are very likely to have a customer for life.