Everyone sees things differently. Arguing with someone who sees things so much different that you do is futile, at first.

If you really want to convince someone to your point of view, the first thing you need to do is don’t try. Instead, try this. Ask them questions about why they feel that way. Get them to openly articulate their thoughts.

Listen.

Keep listening.

Then when they are done. You’ll understand their point of view. Then, and only then, can you begin your argument.

But don’t just in with “you’re wrong!” Talk to them about how you understand now why they think that way, and then counter their thoughts with your own.

Here’s an example. I talked a few older family members at Thanksgiving about the Obama presidency. The two of them were completely disgusted about how Obama is working so hard to “act like he’s the President before he takes office”. They said he was arrogant, and he was just trying to make himself look good.

They saw it different than I did.

From their perspective, which I figured out after listening first, Obama was overstepping his bounds and he should “just do it like it’s been done forever” which is to just wait until Bush leaves office, then come in and get started.

I disagreed, but I didn’t tell them they were wrong. After I listened, I instead made counter points about why I thought it was a good thing he was taking action now instead of waiting.

In the end, I don’t think I convinced them. But what I did was open the possibility in their head of the other point of view. Which in my book is a win.

People see things differently. You’ll never achieve persuasion unless you listen. This is true in life and business. Especially marketing.

Do you listen to your customers? No? Then how can you persuade them?

Photo credit: The Examiner.

Today I’m airing a conversation I had about branding with David Brier from www.RisingAbovetheNoise.com. David has a book coming out entitled Defying Gravity and Rising Above the Noise.

So, since branding is near and dear to my heart, I had David on the show to give his take on the subject. We talked about our definitions of branding, as well as the current branding efforts of the US political Presidential candidates. We both agreed that Obama is the Mac and McCain is the PC. Your take? Interesting discussion.

We also talk about McCain’s choice of choosing Governor Palin as VP and how that relates to his branding goal for his campaign. Then we both talk about how Apple is the best branded company in the world. You’ll enjoy this podcast so please listen and leave your thoughts?

Here are the show notes:

What is your definition of branding?
Branding is the experience you have with it
Branding tips: have fun!
Identify your target audience to develop your branding message
What’s the difference between branding and marketing?
Political branding. Mccain is pitching McCain. Obama is pitching change.
Mac vs. PC analogy.
Choosing Palin was a marketing move that effects the overall brand.
Can you fake fun? Zune failed.
Apple is the best brand in the world.

Quite simply… Obama’s marketing team is kicking McCain’s marketing team’s arse. Don’t think so? Please point me to some huge wins by McCain’s marketing gurus. Now, I’m not getting political here. I’m talking about marketing. Politics is about marketing. Hint of proof: When was the last time one of these candidates talked about some real issues? They don’t.

Why? Because nobody wants to hear about boring issues really. You give the audience what they want to hear. That’s how you market successfully. So Obama’s team strikes yet another blow by announcing the party nomination is going to be an “open event“. Watch the video below where I explain why this is so smart.

A LOT can be learned from watching how smart politician market themselves. Keep your eyes open.