In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally p
In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a livestream video Mindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesEnroll in the QuickStart Academy today to learn how to develop and implement a proven growth strategy that grows your ROI, your business, and your confidence. Learn more HERE.Thinking of starting your own podcast? Buzzsprout’s secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)
Excellent. All right, Next, we're in the, we're past more in the legacy consideration or were wanting to figure out how to transition what we've built or manage it better. I don't know. Talk more about that, right. Yeah. So what happens is as people get more net worth their Children, you know, if you've kind of got the kids through high school, they may have joined, you know, the military, maybe when the, uh, maybe went into college, whatever they are, but they're kind of start to get out of the house. Now, what happens is that people's mind mindset changes a bit and what you find is that they now desire greater control over their money. So that's that what we just your, it alluded to because at this point you have hopefully a lot, especially with high net worth customers. It's not about making more money for most though. It's, it's nice to have its much now people think about their legacy and they're thinking how can I use the money that I've saved and that I've grown in the best way possible. And this is when you start getting donations, more people are donating to colleges and two non for profits and two churches. They're starting to think about retirement. They're starting to think about maximizing the ability to move their money where they see fit, which is all about this desire for control. So in that case we actually find that they want more control. So that's optimistic there. In that optimistic, I want to gain even more control of reminding money and that's how you want to talk to high network people is talking about how if you invest with our fund, we're going to maximize your ability to maintain your lifestyle, to grow your ability to control where you place your money, how you use your money, things like that.
something. So last time the last conversation we had, we used some like rubber hit the road examples. We, we've talked about restaurants, we talked about real estate, so give us some examples of what we're discussing today and what industry you're going to pick as a, so I've done quite a bit of work with financial advisors and financial planners and I'll let you kind of give you a sense of how this can be used in this industry. Um, so I've studied the kind of life cycle or the journey that people have with, how they invest their money from the point they get out of college, out of high school, all the way to retirement and beyond and here's what, what we've seen that happens and this should influence the way you message to particular customers or prospects um, in this industry. So we find out is when people, younger kids, they first kind of get their first job maybe right out of high school or even in high school to a certain extent, they are oftentimes very cautious with their money because they don't really have a lot of it, they don't have a lot of experience with how to spend it, They don't have a lot of experience, they're on a tight budget. So what happens is the way that you would message to somebody who just got out of college with their first job or just out of high school is you would message to this cautiousness that they have around, they don't want to waste their money, they don't want to be uh they don't want to uh be kind of screwed out of their money etcetera. Then what happens is as people get more money, you get into maybe middle management. So let's just talk about, you know, middle management career, you start actually putting money into a four oh one K. You may make your first invest, maybe make your first house. This what happens is people shift from this cautious frame, the way that they think about money to an optimistic frame now, they're like, I want to maximize my gains. They're a little bit riskier. They're willing to invest in maybe a stock on their own. They'll sign up for the very first online trading um, portal. So they'll go through this idea for next decade. Two of maximize returns, maximize returns because they're aggressive cause they know they're not gonna retire for a while. Then what you see is as people get closer to retirement stage and probably a lot of people can identify with this, especially as you get a lot of wealth. What you do is you start looking to control that wealth and again get prevention. You get, I'm sorry, you get more cautious in your framing. So what you do is you're looking about how do I make sure that I can maintain this wealth and be able to give it to my church, to my school, to my family. You want to leave a legacy. So, of course, the way that you message to somebody in their seventies or their sixties who have a lot of money, you're gonna talk more about how we're going to make sure that your investments are there for the long run, that you can leave the legacy. We're in your middle management. You may be more about we're here to help you maximize your gains and get the most for your money. Those types of words, most gains. Those are those are ways of creating messaging that will appeal to the way that they frame up money in their heads. And so it's been really fun working with financial planners to look at their messaging and and seeing, gosh early on. People are scared about taking risks. So don't talk about risk. You know, you don't want to know how successful you are with getting the maximum return they're much more interested in. Am I going to lose my money and my using my money wisely? And then it goes from there. So it's really fun to work with email campaigns and looking at websites to see how their positioning and framing up their offers to fit that kind of the way that their customers and prospects are framing up money in their own minds.
So one of the ways that I think about it, and I'm referring back to that blog is that there's this, we're in a li we're innately beings that are on a path where we're in motion, going towards something because we want to get there, we want to navigate successfully there. And so I in the blog that you were talking about, we're in an achievement state of mind, especially during this time, but we're framing it in a cautious way, meaning that I'm going to accomplish this, but I want to make sure that I avoid stepping in a ditch or avoid setbacks. Talk to us more about that. Yeah, I'll give you two examples. Um and the first one I used many years ago was looking at Nike vs. Under armour. So if you just think about those two companies, they sell basically the same types of products. They sell. Products that will help you to your point, achieve their goal of domination on the court or whatever, but they're in the sports space. So arguably their customers have the same goals. I want to be successful and they want to feel this desire for achievement, Same motivation, saying one of the nine motivations, how they messages very different. Gonna go back a couple of campaigns, but imagine just the tagline Nike, just do it. It's very, it's framed very optimistically, just do it. You take achieve exactly, take that exact same idea. But under armour, remember what their tagline was early on, protect this house, don't make mistakes, we're going to protect this house. That is cautious, framing those two campaigns were both incredibly successful. In fact, they still use them to this day. That's an example of how these things can come to life. The next example I'll give you is I think about college football and if you think about, if you, if you follow college football, Nick Saban and Alabama. If you think about what Nick Saban stands for, he's about precision and everybody knows their exact role. He's about eliminating any mistake that's possible. That's how he dominates football. Is he basically eliminates consequences or risk? He uses cautious coaching, cautious frames. Think about Oregon football or maybe Clemson football. They air it. They do a lot of trick plays. Think about old um, Boise state, Lots of trick plays, lots of risk. But that's how they used to win games, right? They use optimistic framing in their coaching. So it's again, it gets you to the same place, we win lots of games, but how you get there, the path you go can be influenced by the way that you frame up your coaching or your messaging.
So last time we were talking about the nine states of Mind that people approach any kind of challenge or actually a decision process. And when we are considering a solution to whatever we're running into, there are one of nine states of Mind or mind states that we approach it in. And so let's quickly review those. And for those of you that maybe are kind of learning about the series now in this episode, this is a number of, I believe, number four, but you can go back to the last episode previous to this and learn about the Nine states of Mind. But well, would you mind kind of reviewing those with us of course. So you want to think about these things as fuel That makes people go after their goals? These nine motivations. And so and and the reason why we have these is we want to feel specific feelings. So there are nine of these. And so with these nine motivations are nine feelings. So people seek to feel successful, uh freedom, which is our freedom. The third one is acceptance. They want to belong. The fourth one is mastery that they want to get better at something. People are driven to do that, that's their fuel. The fifth one is control. The sixth one is to be captivated, you know, just to be excited or to have a moment of release. The seventh one is, people feel a great desire for admiration or self respect. The eighth one is love, we call it nurturance and motivational psychology, but they desire to feel loved or cared for. And the ninth one is one. Everybody knows its people want to feel safe. It's it's about this desire for security.