I’m thinking that Tuesday just might be headed for “Tunes-day” here on the screed. As you can probably tell if you’ve spent any time here, I get a lot of inspiration from music and often that inspiration turns into business insights. Let’s hope that’s the case today.
Tim Hardin wrote a song called “Reason To Believe“in 1965 and it has been covered by many other artists including Rod Stewart, The Carpenters, Johnny Cash, and Glen Campbell The original recording appeared on Tim Hardin 1, released in 1966. Obviously the version by Rod Stewart made it a hit and is probably the one with which most people are familiar:
If I listened long enough to you
I’d find a way to believe that it’s all true
Knowing that you lied straight-faced while I cried
Still I look to find a reason to believe
A few other writers have tackled the same notion – people who want to have faith in someone or something else. Here’s Bruce:
Struck me kinda funny
Seemed kind of funny sir to me
How at the end of every hard-earned day people find some reason to believe
Just give me a reason
Just a little bit’s enough
Why do I bring this up? Because it’s a simple principle that some businesses forget every time they command people to “like” or “share.” Having fans in the first place who are willing to self-identify and follow is amazing. We assume everyone knows what hashtags are for and that they’ll use them the way we want them to. Before they can use whatever knowledge they have, we often don’t give them a reason to believe – a compelling reason to act and the knowledge with which to do so. The fact that they’re paying attention to your message at all is a win. The fact that they’re looking to find a reason is tremendous. From there, it’s on us as marketers to help them act, grow their faith in our products and brands, and spread the message.