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 videoMindstate 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/resourcesThinking 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)
So we see endorsements all the time. We see people. I mean, that's just assumed, but it's still super effective even though people expect it. That's right, endorsements are a signal to people that people besides the customer value you and want to work with you. So, endorsements are really, really important. So if you have testimonials, if you have ratings, if you have anything like that, that signals that a lot of other people have have used you, I have a great results or you protected them from bad things from happening to them, harm, use them, use them use and use them. It's just kind of a good rule of thumb anyways, but especially if you believe that your customer is driven by security. I mean, there is a reason why that we use, like endorsements um in national media, like state or federal, state and local authorities, right? Why didn't they just say government? Like why? Well, no, because not only are their endorsements, like we are endorsed by federal, state and local authorities, but there's a hierarchy on that. So, again, even greater authority and greater sense of security. So there's a reason why companies say that were endorsed or government programs, you know, were asking state and local authorities because it makes you feel more confident in the government where it has multiple people working on the same issue. So, endorsements are really incredibly important, but especially especially when people are anxious when they're worried, they believe things are volatile. If they know that other people are saying yes, I endorse you and your company and your company, they're gonna feel more secure with you.
All right, So next we have show the process and structure that was used in the design of your offer. That's right. So there are three words I want you to focus on the guy's process, structure and design. So a couple of years ago I did a really in depth psychological research study on associations around safety. And it was for a financial services company. And so but we looked at it from a very broad perspective and we looked at we looked at all the ways of communicating security without using the word Security is one of the most challenging projects I've ever had. But what I found in this research is that we have associations of words to feelings, remember security is just the feeling is the desire for safety. So we were doing lots of free associations and collage building things like that. And through this aggregated process of many, many, many one on one interviews, we found these three words were almost always associated with feelings of safety and that was process because you say that something has a process to it. There's a signal to the subconscious mind that there has been thoughtfulness placed into it, a process and it also a process often builds and as you put things together, there's greater strength in it. That's just association. It's a story that we've been telling ourselves for many, many, many centuries. So this idea of a process was a very important word to communicate that yes, you must be safe. Another one was structure. So things that have a structure to those have a formulation of mathematics and science behind them. And so when we there's this kind of association that things that have mathematics and science are more kind of safe and they've been grounded in something that's more than just a guess. So using the word structure and it may come from building structures and things like that. But this idea of a structure is also a very, very important word to be able to place into your communications. And then one that that was an interesting one for me anyways, it wasn't intuitive until we really dug in in this research was the word design. And so we used to talk a lot about, well, I built, I built this, I built this, I've built my company around this, I built my communication on this and that's it's clear what you're trying to do. You are starting from zero and getting 2.234. But the word design was actually much stronger in associating your company or your message to safety. And I think again, it's a psychological process that if somebody thinks that you designed something, whether it's a communication piece, whether it's a website, but things that are designed are thoughtful and we heard people talking about this saying things that are designed, there was like foresight, there was forethought into it as well, and the people, they imagine these people in a room and everyone is kind of working together to design this perfectly integrated kind of whatever it is, and so that we're design creates a little, elevate something that's built into something that is securely built if you will. So design is another word that you want to incorporate when you can, you know,
Okay, so next we need to highlight your strong expertise. That's right. So how do people know that you can provide security if you don't have a lock box, if you don't have a physical product security systems, things like that? Well, one thing you can do is start highlighting your strong expertise and there's two ways I think you can best do this. One is your experience. So if you've been doing what you do for a decade, two decades, some amount of time that sounds significant. That is one way of signaling to somebody that you have expertise. And it's it's actually a very effective form of expertise because nobody out there who's been doing their job for a decade or so, um um can not provide security, but there's another way you can do. So let's say if you just started or you know, you have a startup company and you don't have a heritage or a strong sense of expertise because of the time you've been in business, you can do it through the use of technology or science. So you can signal expertise by saying, we use the latest, most advanced technology, the most sophisticated sciences because when people feel either you have a strong expertise, because you've been doing something for a long time, or you use a technology or a program that's brand new, that has been designed to provide expertise that nobody else has. That provides a sense of assurance.
So let's talk about how to do this. So we have some, um threats can be physical or psychological. Yeah, that's right. So just as you started off, I think a lot of people get, um, you know, they look at their business and they said, well I'm not a lot company or I'm not a storage company. So how do I provide a sense of security? And you don't have to be so rational with that? Right? There is emotional security as well. There's psychological security out there. So imagine, you know, if you're going to provide physical security and that may be great. You know, you can start thinking about the physical products that you sell, right? It could be locks, lighting, um, it can be things like storage containers. Like how do you protect the physical things that you own? Doesn't have to be your personal security. Could be your the things that you own. Um, and so that's that's certainly something you can do. But this psychological security is just as important. And, um, and where it comes from, actually, is this idea that in turbulent times or when things have just changed on us, that things that were not expecting to happen. Um, then we become hesitant and we become more anxious and fearful because our brains don't really know how to react. So we look for cues from companies to tell us how we should act. Um, and frankly, we're in tough economic times, We're in a we're in a pandemic globally that we've never experienced anything like this before. So, your customers are probably experiencing anxiousness, hesitation, a little bit of fearfulness, fearfulness, and what they need is relief. And what we have to start thinking about is how do we experience relief? Or how can we provide relief to our customers? Even though we don't provide physical security, we can provide a sense of relief with our business, which will give them just a little bit better feelings around your company.