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)
All right. So then when released, when we're thinking of release, there's some great things to let our hair down. How can we help them let their hair down. Yeah. So you know, if you're in the candle industry or if you're in like, you know, music industry, entertainment story, this is very easy, right? Just keep doing what you're doing. But the majority of us are not in that industry. Here's what I would tell you with the release. Release can often times the best release. If for instance you are the pickle, I'll go to the pickle company, let's say you're like, I want to be in the pickle. This is, I want to tap into the release. There's really two ways you can do it. One is giving a great experience and restaurants and food can do this by the way, right? So a really is, can be just like great series of flavors that are calming and that or that elevate this experience. So certainly you can do that but a neat way of doing release and actually talked to a hotel company a couple of months ago about this because they were saying, well we lived on release. Like if you think about it, we were providing comfort and vacations. Right? So this is a high luxury hotel chain and they started talking about how when you can't come to our hotels like how do we message, what do we do? How do we provide release. Here's what you can do. You can actually get people and this actually brings in a little bit of control steve allow people to plan for their future idealized experience. So for this hotel chain, what it was was yeah, you can't have people check in right now. You can't have people, you can't have people coming to hotels but could you help them plan this perfect ideal experience, this, this vacation in the future. Let them go through the whole thing, Show them the property. You know, go out and take video of your property and show all these amazing experiences that are waiting for them and let them go through the process of signing in selecting their room, selecting their packages and then package that thing up and not that they can pay for it right now. But just going through that they're imagining themselves on this luxury vacation that provides a moment of release for a mom who's trying to educate her kids. Eight hours of that day gave her a half hour to imagine her life of how it's going to be in the future that was important. So I said, even if there's no money to be made in that there could be because because we know this right since we talked about this last week, there are these shortcuts and these, these, uh, these triggers that we use, well, when you go through the process of planning a vacation and you package it up. That's, that's just, there's just, there's a sense of, um, commitment bias, right? Basically, you've committed to that vacation, so you're more likely to go to that website selected one day when you can pay for and actually do it because you've done all the work.
So we want to use um control. So give us some what are some things just like that example you gave us for safety? What are some things that control can demonstrate in our messaging or in our experience in the experience? So if you're on a website in any kind, or let's say you have an app or anything like that, control really comes from the ability for us to manage our experiences in the way that we want. So control is about our environment. And when our environment doesn't allow us to control it, we feel like, you know, we don't have any um any say in our destiny. So what that means is the more things that you can provide that give people options, any kind of option, by the way, makes people feel like they're in control. So, for instance, let's say if you have a website and and I know this sounds small, but these things can build and they matter steve if you have a website, let's say for instance, they're going to um your you want somebody to sign up for your blog. And so normally what you're gonna do is you're gonna get their first name, may be their last name. Maybe, you know their email address of course, and maybe you'll get some different, you know, you had some variables that you wanted to collect whether it's their business title, what business there or whatever. And maybe in the past you made those mandatory. Now don't make all those things mandatory. Make those things where people can opt in um something as simple as that can make somebody feel like they have more control. If you force people down the path you want them to take, they don't have control. They have a choice, they can leave or not leave, but they really don't have control. So anything you can do with your experience that allows people to manage it in some way is going to be useful.
So give us some examples on how we can use safety in our messaging. Yeah, that's a really interesting easy things you can do with safety. So when we talk about safety, I don't mean that, you know, you have to be physical safety and I think that gets kind of uh, you know, I don't want to get confusing. I think, well, how do I stand for safety? Because I sell um let's get a terrible pickle example. Like I sell my my my my grandmother's recipe of pickles. What does that have to do with safety? Not just physical safety though. That's important. If you're an alarm company right now, you're feeling pretty good with physical safety, right? Because, um, or if you're if you're selling chemicals for cleaning safety is probably pretty good thing for you to be in right now. Physical safety. But there's also emotional safety, emotional security. And this is the idea that they can count on you that you are gonna go through with your promise is you're going to come all the way through with your promises. You will deliver on expectations. In today's world, people don't have that security things are changing so fast. Everything is changing so fast that just standing for the bare minimums of like emotionally, you can count on me, you can count on my pickles to be the greatest tasting and they're going to be consistent. That in and of itself is a way of providing a feeling of security or safety that when they engage with your brand, they're gonna get the same experience and one that they can count on.
States. All right, So let's talk about those mind states because immediately, if I'm a marketing director, I'm a business owner and I'm starting to address things that I I love the concept in your book. Then all of a sudden you've immediately made it easy for me to start dialing in my message accurately. If Really I have only three that I need to focus on instead of all the rest of them. Yeah. And that's what I said back then, and I still believe it's true right now. If mine States is a new topic for you, if you know, you're just trying to get your feet kind of step your feet into the water on all this stuff. Um, the thing I would tell you to do is you need to communicate around three different ideas. The first one is safety and because right now there's just so much volatility across our lives that people are looking for comfort and safety and feeling secure. So regardless. And I saw this again across lots of different brands and across lots of different industries, safety and security with something that you want to try to stand for. The second thing was control people and this is starting to change a little bit but people just don't feel like they're in control of their lives anymore, unemployment is you know kind of goes up and down with these massive swings um you know all of a sudden now you know used to be able to take your kids to school. Now a sudden your your home is your school used to be able to go to restaurants and entertain now you can't do that so people don't feel necessarily like they're in control of their lives and so if you can help people, I feel as if they control something as it relates to your brand, whether it's like just picking you know, the experience they want online or having a kind of multiple choices and options that they can go through when they're engaging with your brand. That's also something that you should be dialing up so control. And the third one is what we call engagement, but really what it is is release, what we've seen is that, you know, for months now people have been um kind of, you know, again without lack of control and they've been in their homes for the most part, you know, people aren't able to do large gatherings, parties have been uh you know, events and vacations were taken away. Parties have been taken away social functions like going to a soccer game with your kids. Those things are gone for a lot of people. And so what happened is those areas of release where people were just looking for um enjoyment or relaxation Are very, very important because frankly when we're living in our homes, I'm looking at my home right, when we're living here basically 24 hours a day, it became my office. It's our school, it's our restaurant, it's our entertainment venue, it is our church. Um It is also our home that just release of all that stress of everything happening in one place is really important. So if you can stand for safety control or release, if you know nothing more about your customer or your persona, start talking about one of those three or maybe even all three of those because those seem to be very universal right now in today's world.