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Episode 104 of 133

[Special Episode] The Mindstate Marketing Hour #24 with Will Leach - The ROI Online Podcast Ep. 104

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The ROI Online Podcast
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Duration: 37:58
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
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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: in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here! 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 $20 Amazon gift card and to help support our show!Support the show ($stevemfbrown)
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So I think there used to be a time where we thought to ourselves. Okay, well, for us to form an in group and we talk about tribes and all this type of stuff that we want to force homogeneity, that is almost the opposite. Which one do you want to? You don't want everybody to look the same to have the exact same opinions to talk the same. Yeah, you can form groups like that, but they're not very strong. Actually, the strongest groups are when you can help customers find their unique contribution to where they can add to the broader Good. So the idea is that diversity is not in or out of sync with this idea of belonging. In fact, you can make the case that it's we belong even closer together. If we can find connections that are outside of those physical aspects that we look for, you know, or even we're all we're all in the financial services field. So that's what brings us together. Fine enough. But when you find different opinions, different pieces of diversity, but then you all align on a common good. That's what brings people together. And so it's really important for you to think of the word. One way to think about his coalition some belongings, so don't force homogeneity. Think about a coalition government remembering coalition governments. What happens? Right? So you're in a government and you may have to work with three or four different political parties until you find a majority that you're gonna get to a common good. That's how you got to think about your company. And that's how you gotta think about your community that you're building is form a coalition government. Find disparate people that we all have a common good for for something else, whatever that else's doesn't have to be. So it doesn't have to be world peace. It doesn't have to be, you know, environmental, sustainable brands. It just has to be the common good form a coalition government where we can all agree on one topic. And when you bring greater diversity and belonging by sharing all these different perspectives, so don't force everybody to shave their heads like you and I have in our in our tribe there, Steve, you know, I found out we don't have to only allow people into our into our session we can let other people in its fine Um so where? Polo shirt? That's right at the three legged polo to before, not the poor live. So yeah, those are some things, you know, I I think it's important in this world right now where if you can bring people together and get them to feel like they're bigger than something that you know something bigger than themselves, that's gonna be a really important thing to do. Especially has become more isolated, more pulled apart from many different angles in society today. If your company can bring people together and make them feel like they belong to a broader community, you are going to stand out from the marketplace. You're gonna feel much more human. Yeah, there's a book by Daniel Pink, and the title would come to me here. But it's about the common motivations for how to build a good culture in your organization, And one of the things is that people want to feel a part of something bigger than themselves, and it has to exist in your culture at your company in order for you to attract good people because these people that want to be a part of something that's bigger than them to make a difference in the world. It's very important. And we're wired to desire that. Yeah, no, I agree. I agree. And I think that also becomes even more important as you get older and you have more significant life events because I think as your younger Steve were a bit more egotistical, we don't realize the importance of culture, um, and and helping others, Um, what it does for ourselves. And so as you get older as you get these larger life events, um, what comes to mind was in the military, we have, um when when? When people will deploy to war, military wives come together like nothing I've ever seen. Right. So there's a there's, like the same idea, right? There is a huge life event. Our husbands are now going to work. Our our wives are going to war. And then what happens is the local community comes together into this incredibly tight knit group. We're all looking out for each other. Why huge life event? I don't know exactly. Know what I'm gonna do here? Especially new time new time wives. Um when their when their husbands or their our new time kind of fathers or husbands When their wives go off to work, there is this community that comes together to we're all looking out for each other. So these big events for, like, expats I think expats do this as well. Expatriots. Right where you go to another country to live for a couple of years, you try to find people similar to you from the same country and why you come together to find this in group to belong to a group because their safety, I think we go back to what you said before safety. We look for the safety. How do we find safety people like us who are shared in your experiences? So as we get older, we tend to desire even more belonging. It's not to say that young people don't get because young people, I think are activists, right. We have a strong activism from our younger populations. I love that, but enduring life events, Children being born, career transitions. That's when we really feel like we need to belong, cause that's when we're at our most vulnerable
you know, as you were talking about that I'm reminded of the book Robert Talent anywhere he does these studies and it's called the consistency principle. So they do the first part that they call them or they go by and they knocked on the door. They asked them, Are you Do you Are you Do you consider the environment is something that we need to protect and the person will declare Oh, yes, we We we believe that then later, to get them involved and to donate to a environmental issue or whatever that may be. If you come back around, then there is this thing called the consistency principle kicks in, and this is how you can overcome. Still, activism is you have to do the next step and you have to go. OK, so to be involved in If if it is that you like environmentalism activities, then would you commit to, uh, donate and the percentages go way up? Yeah, I bet because of that first declaration. So to prevent cell activism is you need to follow up on that declaration, and they're more likely to actually step in and be more active. Yeah, I worked with the company on this idea a couple of years ago, and we're trying to stop as best possible. Selective is, um, that's for environmental cause. And what we did was their idea from their agency was to Once you sign the petition, we're going to send you a kid and there'll be some stickers there. Some Chomsky's right. So you get some shots, keys out of out of it and actually said, No, don't do that because you're rewarding them for taking a small check. Yes, sign me up to become a part of this thing, but you're not allowing them to become a real part of the movement. So I said they have to take two actions before they get the hockey. The sticker that basically said they were part of this initiative and, you know, I think it worked out a little bit better. I mean, we're not asking you to, you know, make it really difficult. What I'm asking you to do is just put them, have them put some skin in the game. And the more you do that, the more they will actually feel like they're a part of a bigger movement. So that's a great segue because you need to build tools to help share ideas, organize and work together towards a common purpose. Boom. How do I do? I like it. That's exactly right. It's a nice transition, buddy. Listen, if you're going to create a movement, people need help. Like like you can't ask your customers to go out there and try to hold a picket or something, a picket sign somewhere and say, Hey, join me, right? Whatever this movement is, um, so what you need to do is provide those tools where they can connect, And when I say provide these tools, it could be literally as simple as setting up a linked in page. Um, and I have one right now that I just signed. It took me literally five minutes to set up my own LinkedIn page, and it's an author accountability group. Um, so that is my cause. Okay, let's all get together and work together on our books that totally different parts of the process or whatever, but people need a tool because we can't all just kind of wish each other good luck using text or trying to write each other email. So let's bring a tool. I did a linked in community. Put it together, slap the logo on there and now we can all post on. It's a simple tool to bring people with A with a similar desire to be part of something bigger than themselves. We all want to write a book together, um, and come come together into one little room. So it's simple as that. So you need to be able to share ideas. Organize those ideas and this is a little bit more advanced. But if you get too many people into your group, um, and they were all making these connections, well, then what happens is everyone starting to share ideas. And when people start sharing ideas and you're not taking basically ownership of those ideas and organizing them and making helping people get to the next step, then it becomes a little bit, um, draining, I guess where people go like, well, they're not listening to. My idea is, we're all sharing ideas, but really, I don't know what to do next. You can help organize people together. All I do and organizing people on my LinkedIn page is once a month we meet. That's an organization tool. We what we need for a half hour, and that's that's my organization. So I have a I have now linked in page that allows you to share ideas. I get to share it as once we are once a month. We organized together, and then ultimately we work together and working together. I know it sounds. It sounds so basic. I said, Hey, guys, so do you all want to try to get like a guest speaker next month? To come in and talk about, however, is that they used whoever they used or whatever they learned about writing a book. Sure, we all work together in that meeting to get to the next step, and now there's a connection is that we're kind of belonging to this little group, and the more we do that, we're only meeting once a month, putting maybe 10 minutes a month of time. But we have a group of people now that are feeling that we belong to something a little bit special, little bit bigger than ourselves. So these words sound like I'd have no time. It's 10 minutes a month a month, guys, it's while I'm eating cereal. One breakfast so you can eat cereal as you attend wills. Author Accountability Group. Here's this linked in link, by the way we need, uh We need to customize that, will. So we'll get that done. All right. So awesome. So building tools to help share ideas you think about Hey, you're gonna come show up and we're gonna We're going to protest and working hours or something. And if you're expecting everybody to make their own sign, it's gonna most aren't And then most of signs aren't going to be any good. But if you sat and got the signs ready and people showed up and you handed them signs, then you're driving more the message, they feel more empowered and you're being a leader. So this is this was a great example to set up an accountability group in linked in very easy, very easy
So this third one is if you're going to be long and you want to get to the highest state of making people feel connected, help them become a meaningful part of a movement. And so it's one thing for us to find community and friends. It's another thing to know that we worked with the community and friends to help a broader community, a broader organization, more friends, right, So help them become something bigger than themselves. You do this through some sort of a movement. Whatever that movement is doesn't have to be this massive world peace movement. It can be something as simple as owning a highway and making sure that part of this highway, you know, one of these highways initiatives where you get to own a mile and pick it up. It's less important about the bigness of the movement as it is that the movement is something that everybody can share in. But there's a neat little, um uh, trick to this right, so we're all trying to become a part of a movement, and we make the mistake as businesses all the time that we make it very easy to join the fight join the movement. So maybe, you know, you signed electronic petition or, you know, you go onto Facebook or and you like you like a charity of some kind, and all of a sudden you get a badge of some kind and a lot of companies like, yes, we're building the movement. Not so fast. There is this concept called slow activism. Have you ever heard of slow activism? You have to do a slack bunch of slackers. Slacker. No. Tell me more about slack. I got to look this up. Yeah, it's like a legit word. It's actually an environmental, but it's across lots of different industries. So slack activism is this. That sometimes when you make something so easy for somebody to become a part of a movement, whatever that movement is, if you make it too easy, Once they signed the box, they check off the box. Oh, I I said yes. I like this or I signed the electronic petition. They feel like their jobs done like I'm a part of a movement and they get to move on. They get the emotional benefit of checking off the box, but they don't actually act on. Actually becoming something bigger than themselves. They were just checking a box. So this concept of cell activism is You have to worry about this because if you make it too easy for your customers to become a part of the movement, then they don't really become a part of movement. All but they get that initial emotional burst. But they'll never remember you for giving that initial burst. So you have to play a game here. You have to look at first. Allow people to become a part of a movement, something very easy for them to sign up. But you must now make them commit to something, whether it's a a charitable donation, whether it's a sign up right now, and we'll contact you with the time to come out and support our cause or donate your time, something that gets them to take slightly more action, because when you do that, it becomes meaningful. So I was very purpose and help them become a meaningful part of a movement, not just help them become a part of your movement because anyone can become a part of a movement. The problem is still activism, and the worst thing on sale activism is you may have a list of hundreds of thousands of people that are saying they are part of your movement and then they never come back. They never interact with each other. Why? Because you gave them? You gave them the part of the movement. You said they're part of a movement. You never expected anything else. So don't make it too easy for them. Make them work a little bit. And you can lower social activism and actually get people to engage and form those connections were talking about.
mhm. Okay, so another another thing you can do is allow for your customers to discover similarities and common beliefs. So a lot of times, what we do is we think, as a company, we have to create this brand identity, and we need to make sure that all of our customers, our associate and relate to only that brand identity. And that's actually not a bad thing to do, however, to really create a sense of belonging with your customers allow for them to discover their own kind of unique qualities or similar beliefs. So, um, the idea here is that you want to try to help them to create their own identity in a social world so that the more that they can relate to you, certainly with around a symbol. But allowing individual people within the customer group to form their own group allows even greater connectivity. So how can you help them discover similarities? So this is as simple as putting people together and having them talk like try to form groups and times where people can share ideas, any kind of mechanism to share ideas. And as people talk, they realize you're from California. I'm from California. I now belong you even closer or you have this shared passion. I have that shared passion. There's another connection, and the more you do get people to talk to your customers to relate and interact together, the more likely you are to help them create that connectivity. And they will always appreciate how, 15 years later that we met when I was at the mind. State groups social, and so that's why you're doing that. It's not for them to be more related to you. It's that they can find greater connectivity with themselves, and you will become that mechanism goes into long term memory will always remember that you are the matchmaker. Remember that time that you went to a conference, maybe with someone else. And so you went to that conference and you experience something that you learned something that took away the fog and one area and give you clarity and you remember how you felt when you left. You experience something together, you got a tool or some insight that empowered you and gave you this energy, and that is the value of community. And that's what you're talking about is by allowing them to discover similarities and common beliefs. Together, you get the credit for it because you put them together and you let them through an experience that was positive. That's exactly right. They'll never forget. You will never forget you. So get your customers to talk to each other. Whether that's through some sort of a app, whether that's to bring people together and doing social forms, whatever it is, if you can get your customers even on a Facebook page to interact together, do that. So I know a lot of times I think we hire Facebook community managers or community managers to basically have these discussions with our customers, and that's important, no doubt about it. But what's more important is to have your Facebook community manager have them interact with each other. Say, Hey, guys, we have this problem. What do you think? Can somebody share their ideas and basically, honestly, the best thing you can do if you're running a community of some kind is back away, let them talk to each other, and all the good things that will come out of that will be associated with you. And then if something bad comes in you step in to stop that, whatever that is. But you can stop things. But as if there's something organic happening, step away. Don't try to integrate yourself into it, because then you become friction. You become a part of the project. Why is why is the community manager talking like I'm trying to interact with Susie? Right, Step aside, create them, create the system, get them talking and then step away and just observe to make sure that everything is going well.
number One thing that you can do is help your customers gain and provide, because sometimes we forget about that. But help your customers gain attention, acceptance and support from others. And like I said, sometimes we think about okay, how can how can I give my customer attention? And how can I help show my customer that they're important and they're accepted? And that's a big part of belonging. But also, to build a real community, you need to create mechanisms that allow your customers to also provide that same level of acceptance. And so it takes a little bit of brainstorming. But, you know, it kind of comes down to Steve when you, you and I are pretty close in age. I hope I hope this reference gonna make sense. You probably want to old people on the show today, but can you remember back in high school or maybe junior high for me and the big deal with, like, polo shirts and Drakkar Cologne, Right. The members only jacket? Yes, members only. I wanted a members only they wouldn't accept me members only with me. But guys, do you remember why polo shirts now? Certainly I think there is some esteem, right? You felt kind of cool if you had a polo shirt. But I can remember when you get to school and you look around, you try to find other people with the polo shirt, right? And for whatever reason, because they were kind of a lead or whatever. You felt like you belonged in that. And I can remember even having a competition at my school and junior high. And Lord knows we couldn't afford I was the guy who had the I I didn't have the four legs on the horse for the polling. You always be the real polar had four. I had the three that came from J. C. Penney. It was It was like it was It was It was It was a night. It wasn't like the polar guy was a night with a flag, but it was It was closing. And what that was really signaling is that we're a part of a group. And if you could be a part of the Polo Group, you felt good or drink our cologne if you could afford a car. Colonia, you smelled like that. You're part of this group. Even as superficial as it is or the members only. But there's a reason why iconic brands are iconic. One of those reasons is that they bring people together from all disparate parts of society, and then they align them onto one thing. That they are users of this brand. So iconic brands are using belonging all the time, even though they may not stand for that in their d. N. A. It's a byproduct of being iconic. It brings people together, Um, and so you know, if you're helping people you know to provide attention, you need to show a symbol for belonging. So sometimes that's a brand. Um, sometimes if you, you know, think about sports teams. There's a logo or there is, um, you know, I was thinking about, um when people are looking for something that signals that they are part of a group, whether it's a handshake, whether remember, it's the secret word, it's It's like you know, a phrase that other people know a phrase as well. There has to be some kind of a symbol that allows other people to recognize that you're part of the same group, so it's not just creating mechanisms to help your customers feel that they're accepted. You need a symbol to show other people that were in the same group. Okay, so try to figure that could be your brand logo. That can be a sound bite. So recently I've been using this word in my signature line. Be compelling, Be compelling, be compelling. And so I hope that in the future that, as somebody says, be compelling that Oh, we know we're part of a tribe or another thing I know that you can do is to, um, is to try to stand for something that you can place on a T shirt. And for a while I was using this idea, and I still use it becoming a behavioral architect or designed for behavior. And what they say is that if you can put your mantra on a T shirt, that's when you know you can stand for a tribe. So that idea of like, can you imagine if if I saw something down the road and I saw a T shirt said, be compelling or if I saw a T shirt that said, um um I mean behavioral designer. There you go like that is the symbol, whether it's words or a visual that can make that can signal to others that were part of a group. So try your best to find a symbol, words something and be consistent to where other people can now form this in group because they know you're a part of this kind of inner circle. You know, you think about him logo. So when we back in the day when we lived in tribes, that's the way you could figure out whether you were in danger when you ran into another tribe or not, because there was something that represented that tribe. And you either knew that this is a tribe we do commerce with, or this is a tribe that likes to cook us in a pot or or whatever. So we want to avoid that. And that's where that innate human thing that logos do for us, it helps us discern quickly if this is something that we want as a part of our identity. I love what you said quickly, too, because remember, we don't like to have to think through. I don't know. I mean, like, look at all the five different things I can look at Steve and I like some parts or other parts I'm not so sure about. It's a quick decision and the coat of arms. It's that one symbol that says, Oh, we're together We're together on this so you know, it's a really important thing to do.
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