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)
I'm really curious about if there thank you. You can change your state of mind during the sales process, so you approach it from maybe a cautious achievement. Okay, but at this last point, do you turn more to a different state of mind? It would be it would be smart to figure out what that state of mind would be in the last stages or the paperwork stage. I think that's where you're going when you when you were like, take like I thought, it's funny you said that because when you made that point about, like, basically where you switched from trying to sell to actually getting the order down, different you want At that point, you felt you won that that project and there was a different I'm sure communication style mentality, you know, it's almost like it's almost like you're saying you're very optimistic. It's not about will they buy now? It's like, Hey, let's just get all the details ready so we can move. There's very much optimistic mind state mentality, So it's funny you said that now because I thought the same thing. I thought, he's totally going different. He's not trying to sell he switched everything. And if you're able to switch, you know the person on the other end their mind state on the other end of that call that would also benefit them and benefit you as well. The question would be on what mind state do you switch them to? And I'm not positive about that. But I do know you went from cautious, too optimistic, that's for sure. And now it's not about, like, you know, making sure that you know that we're gonna make sure you don't have any issues. Now it's about Let's get you to the better place. You're being much more proactive in that optimistic mindset. So maybe an optimistic belonging, Okay, Because we're now we're a team, right? Can be optimistic empowerment, because you're also saying we're gonna give you control so I can see that, but I belonging might be the way to go. Actually, Now you say that because you and I now we have formed a partnership a relationship to get you to the better place. So you start using the word we you start using, uh, setting together where we can have the planning meeting together. We were going to bring you in using those types of words, Um, makes a lot of sense to There's commitment then that they're part of this tribe that we just formed. That's a great idea. I love it.
so Part three is a new thing that was added in the last couple of years. So, like I told you, like the theory, planned behavior has evolved since 19. 80. Um, but it's this idea of control, and the idea is that if you can confirm that somebody will have control in the action that also lowers this resistance to like, Okay, I'm gonna be standing on the fence or I'm gonna be sitting on the fence. I'm not sure if I'm going to take action. I'll delay that action until I feel better about it. So tell them that they will have greater control. And if you do that, you overcome these feelings of Can I do it? You know, I know Trigger point or Mindset Group or whatever They said they can help me, but, um, I might actually able to do it. Will I be able to take that action and move it to the positive outcomes? You have to confirm that yes, they can. And again, you do it by adding two ideas together. So what you do is you say you will be empowered to act like we are going to give you the tools that you're gonna be in full control and that control will be easy. So it's the classic, you know? Yes. Um, we tend to follow the things that we believe are easiest to do. It's just kind of like a thing that happens in human behavior. The easiest path, the path of least resistance is the path that we usually take. So what you want to do is say you client are going to be in control of this process and we're gonna make it really easy for us to move forward. And I try to do it all the time. That's why I wanted to schedule the meeting. Like like like you know, you tell me what time you want to meet. I'm giving her control. I'll set it up for you. I'll set up that kickoff call for you. In this case, that didn't it wasn't enough. I didn't build enough intention to where she would pull through with this. So maybe I should have added some of these other things to it to it. But the idea is again Tell them they're going to be in control and tell them that we're going to make it very easy for you.
two part two. So the next very behavior that's right is you need to bring in some social proof. So the idea is that you need to tell them that others are involved. And so the idea is this like, how do you get? How do we get them to start thinking about what do others think about this action? And so the way to do that is you must tell them that many others approve of this action. But then there's a plus. So if you can weave this in, you should say, Hey, many others approve of this action, and those others are important in either your life or in society or people in a position of authority. So it's a little part of the model, which is fun. But it's basically the concept of subjective norms in this idea of when you tell people that others rely on my company, that's a signal that oh my gosh, Okay, so it's important for me to make a decision. Positive outcomes. There's others that rely on my company, and if you can somehow figure out a way to say, and these people, these others who rely on us are important in some way. There's a little bit of authority effect, and there are some authority bias, and we tend to value the decisions of others in a position of authority over others. So this idea is if you can say that other big large brands have trusted us with a similar project that could also increase their intentions to act and therefore ultimately buy from you. So So let's think about this now When when you say that others could be depending upon this you mean upon their company, meaning that a positive outcome is that others are actually depending upon you. And there's a lot riding on this decision. That's right. That's right. So in this case from this this retail company, the idea could be that we know that your shoppers need, um I'm trying to be careful, but the words I use that your shoppers are depending on you and a lot. There's a lot of shoppers that are depending on you to fix this problem in your store. Um, and then if you could say those shoppers are a part of a bigger organization or in positions of authority, even better, and I couldn't have done that in this case or have been really tough for me to do. But what I should have been doing is in that same email. If I could get away with that in that same email, I would say it's important for for for for you to make this decision or this action and good things can come out of it. Why? Because a lot of people are depending on you. Remember, I had to drive sales in this category for this retailer. So in that case, talking about the numbers of people out there that shop this store for that would have confirmed. Wow, you're right. There's a big number here, and these people are relying on me.
the first part is going to be very intuitive to lots of people. It is help them understand that taking action is important. So, you know, it's one thing to be excited about an action. There's another thing to create some immediacy around it. So how can you make an action feel important or tell them that this action is important? But you always want to add something to that. It's not only is it important, but there's a plus. Plus, you got to make sure that they understand that that action will create a positive outcome. Or you have to at least confirm that if they take this action, it's important and something good could happen. If you confuse those two ideas, you can increase people's attitudes towards taking action, increase the positive attitudes towards taking that action. So what are someone? What's a great example? I'm just trying to think of that and may be obvious, but I would prefer you to help me see it. That's right. So I'm gonna I'm gonna go on the fly here, and I'm going to talk about a proposal that we submitted a couple of weeks ago, and I looking back And so we just found word two days ago that we didn't get the proposal and we had no indication that anything was going wrong except for the client went dark. And, you know, last week was Texas was under ice, So I let that happen because, frankly, I wasn't doing a lot of business last week anyways. But then the week before and the week before, they're also just, you know, I was checking in you like you said, Steve, you don't want to check in to often. So check in once a week A. We had a proposal. You said you're going to get P O. How are we doing? So this proposal was agreed upon in language, but just we weren't moving. So okay, so I know that they're positive about the proposal. They've told us that we love the proposal and that we want to move forward. But yet there's this weird state of no action. So when I look at this and I said, How could I have made sure that the person that I was interacting with via email how could I make sure that she felt that taking action on the proposal would be positive for her as well as, um, it would create a positive outcome, right? So taking action is important. I'm sorry. Taking the action is important and there's a positive outcome. So in that case, what I should have probably done has gone back with. Maybe it's an email and say, Hey, really excited about our interacting together? And I know how important it is for your company to identify the mind state. Um, it is with your that your shoppers use when they're buying into this particular category. Because if you do this, we're gonna be able to increase those revenues that you know, we're so important to your company. So just reiterating this idea that, yes, understanding the mind state are working with us was going to be important and reminding her that that that not only was it important, but it was positive, like we can help you generate revenues and income. It sounds, um, kind of like, Well, no, duh, but that's the power of behavioural sciences. But you have to confirm that in your email, So I probably should have started off with an email that said something to that to that effect
what do we What are some of the signals we need to look forward to go? Oh, this is a time to I need to consider this theory of plan behavior. It's not so obvious. Sometimes we were like going along. We're having great conversations. We think it's already in play. Yeah, I think the best thing, the biggest thing, is when your clients go silent for a while. For me, that seems to signal that they're they're in this middle state of wanting to act, but either can't or cannot decide to act. Now you have to take people at their word when they tell you that they have to wait for a meeting or that they're procuring budget and things like that, that has nothing to do with whether or not you know they want to work with you. I think it's when they go dark or they go silent and it's been weeks and you'll send an email. They go, Yeah, I gotta go. I gotta remember about that or yes. And you you still have the you know, the or they'll even tell you in an email. Yeah. I can't wait to start this project. Still waiting for some things to happen. That's this time. I think that you need to go ahead and just kind of pushed some buttons to drive that intent to act up. In theory, plant behavior helps helps you do that. So for me, it's it's really when they go dark.