Written by: Vickie Sullivan | July 13, 2021
Branding Lessons from Conspiracy Theories
One of the most baffling things during the pandemic was how folks could have such divergent views on a public health issue. The groups they followed, though, used branding and messaging extremely well and led them to those beliefs.
Let’s move past the groups’ motivation and the amplification issues. Here are two message strategies that made “hoax” conspiracy theories attractive and that all of us can use:
• Always start with agreement. Several business associates tried to attract me to QAnon. Their initial pitch: “Just check it out. This group is all about anti-corruption.” What a great opening. Think about it: Who wants to support political corruption? Broad agreement like that is the bait that can lead folks down the road to other, more controversial perspectives.
How you can apply this to your branding: What is the agreement that will attract prospects and get them to buy into what you offer?
Listen: How Conspiracy Theories Appear Credible
• Establish the role. Conspiracy theories give followers an opportunity to be a hero. This appeals to people’s desire to be a part of something bigger, to rise up and do something — to right a perceived wrong.
How you can apply this to your branding: Think about how you can pave the way for your community to be heroes. How can you facilitate their journey to be part of something bigger?
Conspiracy theories garner a lot of support because they make people feel something. It is rarely about the truth (or lack thereof). When you do the same thing, folks will listen to (and believe) you.
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