There is more depth in a children’s story than first meets the eye. Charlotte’s Web is a good example.  The same is true for depth in populations.

People are developed at different levels. This is easy to see in children. School is a good measuring stick. There’s pre-school, elementary, high school, college and beyond. It’s obvious that a first grader is not a college senior.

But what about different levels of development in the general adult population?  It’s there.

It is insightful and revealing to pull back the curtain and get a look at the value levels motivating different groups of people. Nascar fans and Green Peace folks are very different. It’s measurable. Rap music reflects a value that does not often merge with The Daughters of the American Revolution.

Each person has a definite dominate value level. Groups that share those values emerge.

Any movie can be made more dynamic by combining people of varying personal value levels in a forced interaction. Reality TV shows do this to cause underlying friction among participants. It builds tension and makes a better show (for people at a value level who like that sort of thing).

Throw a bunch of hicks in a house with brainiacs and you’ve got potential for some entertaining dynamics. Add a battle of the sexes and the sparks fly. Roll cameras, edit the action, and cash in.

So how do all these values look on a chart. Can you actually lay out a sequence of development that can be seen from an overview? Yes. Dr. Clare W Graves did some interesting work 50 years ago.

He saw patterns in people and groups that explain where they are in development. Think of it like this: A tall building represents human development. There are about eight floors with the top being the most adequate at apprehending phenomena (perceiving things). On which floor does your elevator stop?

Isn’t this sort of like an interior class system? Yes it is and it is serious. If you eat sleep and breathe sports, that might be an indication of where you are on the ladder of development. If you are consumed with saving the planet, that’s a tip off of a different level. If you are a Madison Avenue marketing professional, that’s another category.

Wait a minute. Does this categorize people in pigeon holes they might resent? Yes. It does.

Plus, it groups whole crowds of people in value memes. Are you afraid of position on the ladder? Is your development going to show that you are at a dreaded low place? It might. If you think this is troubling wait till you see the evidence that it is …accurate.

I have studied the work of Clare W. Graves for many years and am convinced of its validity. As a writer, I use these levels to cut through to the core values of the target audience.

I write in a different style for a Nascar product than I do for a Symphony fund raiser. I use the Graves work for insight into the values of each audience, then I craft my writing accordingly.

For more information on the work of Clare W Graves just Google his name and get ready to study and apply his insights.

Tagged with: Charlotte's Web • Dr. Clare W Graves • Nascar

Filed under: Copywriting • Web Marketing • carolina seo

Like this post? Subscribe to my RSS feed and get loads more!