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Episode 119 of 133

[Special Episode] The Mindstate Marketing Hour #29 with Will Leach - The ROI Online Podcast Ep. 119

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The ROI Online Podcast
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Duration: 39:40
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: 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)Support the show (https://cash.app/$stevemfbrown)
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I was thinking while you were talking about the comparison marketing, the danger is you appearing as derogatory towards the other brand that you need to compare yourself with and the way that I like to approach that is out here's here's what that brand is doing and it's not bad. It's what most brands do, but here's the one thing they're missing and that is what we're doing here because it does this for you. Yeah, I did something similar. I'll say conventional wisdom, Was that what they were doing? Used to work now? It's this so I kind of do something I like, I like how you took, there's just a little bit softer, like all that stuff is good. They're just missing one thing or they have evolved to where the new marketplaces. So, I've done a little bit of that too because you're right, you can get to a point, especially if that person uses that product or they use that philosophy themselves. So yeah, you gotta be careful about not saying that their stuff, you gotta be careful about their stuff is bad because if I use that, that makes me bad, right? Make your customer bad. So what you have to do is just say, but it hasn't evolved, it's missing something. Um The times have changed, the environment has changed things like that because you're setting them up to have to defend that brand because they were considering it. You're you're putting them in, you're making a mistake, you're accusing them of making a mistake because you're they were considering a legitimate brand. Yeah. That's why I use conventional wisdom because I'm not conventional. If I want to give you status, I don't want to be the conventional thing that everyone else uses. There's no status. That's like the conventional wisdom or the past was that you did. This past has changed. This is what we do now and now I'm getting to now, I'm getting on the inside information. You're sharing that them with them, a path to go to the future, to the inside knowledge that you talk about, the insider knowledge. I like that.
All right now, what about this comparison marketing? That's right. Listen, there is no status at all. Unless there is judgment meaning that if I can't tell what's 1st. 2nd, 3rd, 4th, 5th place, then I don't know what statuses or where I rank. So rankings matter. So if you're doing advertising and you want to provide status or say that if you work with me, you will gain status or more self respect or you know, increase your steam or confidence, then you you need to consider at least consider comparative marketing meaning my brand versus the others brands. I come in first place there in fifth place. This is the one time where it's sometimes, you know, sometimes you get a little bit uneasy about talking about other brands. I used to when I was working at Pepsico, we would never consider talking about another brand. A competitive brand. Why? Like why do I want to spend money giving airtime to competitors? Were maybe some of my customers had no idea about that competitor. Right? So why would you do that? And I see the risk in that except when your customer desires esteem or status, then you need to associate yourself with status and therefore you have to rank you versus others. Even if you don't name those others, you still have to say we're number one in this. While others, you know, we stand for this while others stand for that. You have to compare yourself to others for you to be seen as. I don't know if you have to let me take that back down if you have to, but it certainly will help you establish yourself as a more important, highly sought after brand. Um, it's even funny, you know, I once read that the number one place where Rolls Royces are sold are not at dealerships, They're sold at yacht shows. And the idea in a, in a way, I mean, certainly there's some anchoring going on, like, yeah, I could buy a, you know, a $400 million yacht or you know, a one or $2 million Rolls Royce and looks like me and I'm gonna go for the bargain, I'm gonna get the bargain deal and get a Rolls Royce. But also there is a status happening when you're associating kind of your Rolls Royce and, and kind of ranking if you will. Now, if I'm trying to solve Rolls Royce, maybe I'm not doing this, maybe I'm, I want to sell yachts, I want Rolls Royce today there, but basically you being established next to other things with status allow you to see status on your own. So that's why, you know, the fifth idea that, that I came up with and this is of course everybody does. This is, you should be, um, I'm sorry, you should be using popular influencers, Right? So influence marketing works for one reason and one reason alone, those influencers have status and your customers or whoever is watching your show or whatever want that status as well. That status doesn't have to be just luxury. It can be, they're smarter, they're more athletic, they are better than others. And so you need to use popular influencers and other people's endorsements. And if they have status, you can actually have status yourself because if they're on your website talking about your brand or their, you know, or you know, you can talk about how, you know, you work with only fortune 100 companies or whatever there is status to the size of a company and therefore, if they also want to feel status by working with you, hey, You know, my agency, they work with only the top 50, Fortune 50 companies out there. I'm working with them as well. That gives them some status
you know, I've noticed that if I see a pizza commercial or something relating to pizza, it maybe the next day, it maybe two days later I find myself eating pizza. And that idea was seated mm by that. And you think about it looks good then later when you're hungry, Pizza sounds good. The other thing is that there's an author, Michael bosworth. He talks about, there are stories that every sales customer, every salesperson needs to be able to tell. And one of those is appear story he calls it. So, like, will I want you to consider doing live streams? Okay. So if I wanted you to consider that doing live streams with me, I would say, well, I wanted to tell you about a client of mine who's in a similar situation as as you. But we're doing live streams and this is what he's experiencing. And that's doing a similar process that you're recommending. I love that. I never thought about that, but you're right because especially if you tell it in a story format and you say, well, first this person didn't want to do it, but then we did, it was a company because we think in stories and when a story is being told, whether you know it or not, often times you're envisioning yourself in that story, like when your son is is you know, reading Percy Jackson, he is placing himself in the story of person Percy Jackson. Oftentimes, we think of story is one person looking at somebody else's thing that is at a conscious level you're looking at somebody else's story, but subconsciously you're oftentimes placing yourself in the story, that's why the greatest stories are so visual, because people can imagine themselves in that moment of being around now, they're not active in the story, but they are immersed in the story. I love that idea, because if you see yourself in the story, well then of course you become a part of the italian restaurant story. So it's it's a great way instead of envisioning, envisioning, you know what a what a great italian restaurant could be. The other way around that is saying, oh my gosh, I just heard about a friend of mine just started this great italian restaurant. You should, you can imagine what that thing looks like in that me and tell it to the whole story and you can place yourself in that story. I love that idea, I love that.
So this one here, I've noticed that a lot of people struggle with this when they want to frame a mistake as their fault. Not the other folks. Yeah, not the customer. Yeah. So you know, and this is right because I think when you when your customer makes a mistake art, our first thinking is how silly or colleague don't you understand or whatever. So of course you look at the customer and you think, what were you thinking? Because you don't want to put that on yourself, because if you place that on yourself, it actually can lower your self esteem. So the fact the matter is we all make mistakes. That's the fact we all make mistakes. Um And recently, uh on my own website, I've been trying to promote a master class and on the master class we're getting data that would suggest that people don't know the price. So, you know, we're watching or click through and everything else. And it looks to be at least one hypothesis is that people are going through this whole thing they're clicking on, you know, hey, sign up now and then they see the price and they weren't really ready for that price. And they back out. We're not sure about that, but that feels that's the least of these hypothesis. So on the on the red we have a red call to action box and we said before you say, access to master classes, you read all about it hopefully has some great benefits. And in the copy up above, we've talked about the price many times, but it wasn't on the call to action, It wasn't on the big red box. It's like, okay, Let's go do call to action as they access the master class for $399. And two days later Got an email from somebody who we know clicked on that box. That's it's red with white letters that says access the master class for $399. And then asked us, I can't figure out how much this thing costs. That is a moment where you want sometimes to say did you not look at what you clicked on or whatever? But that is their fault. I could argue this is that is their fault, they did not see. But that's a bad argument. The fact that matter is if somebody is confused on your website it is your fault. It is your fault. You're the designer, You control it. I and so it's always the designer. It's never the user. You can never say that. It's the user's fault. It is it is honestly it is your lack of clarity. So when that person said that you resist the urge and say you know what That's right. We're not making it clear enough because, frankly, we must not be making clear enough. So you have to take ownership of it, even though if it feels, you know, they initially you just want to push back on that and and kind of react, don't do it. Don't ever blame your customers on something that you should own. Um, it's not saying that your customers are right. It just says that you can't blame them because anybody who is driven by self respect and esteem, if they're your customer, you cannot tell them that something is their fault. It lowers their status and their steam in their own eyes.
so desire to feel approval respected, admired by others. That's where the I didn't get many likes on my facebook post is coming from. So what are some tips and tricks psychologically connect with people who desire? Social status? Will. That's right. So I got a couple of things that I've been looking at to try to help you as a business owner provide a little bit of status, a little bit of self confidence to your customers. And the first one is one that may make you cringe a bit, but it is the most effective. You can build their self affirmation and vanity basically, flattery will get you everywhere. So if you want people to feel better about themselves, you should maybe consider complimenting them on something that's real. The worst thing you can do is give inauthentic flattering and I think we've all been in those moments where somebody says something nice and deep down you go, that doesn't feel right, like there's something off like, oh, that's an interesting idea, Yeah, Right? You never heard that? Or or one time early in my career I was told I had a cute idea. That was, yeah, I was cute idea. That's one of the worst things you can never do is tell them you have a cute idea. Um but I was a junior analyst. What am I gonna do? I can't say anything back. That was their attempt to give me some flatter that was inauthentic. Or the worst steve do you do any work with? Uh brits, brits are crazy good at doing this. They're crazy good, like a good idea. And they go, that's something to think about. And I'm like, was that a compliment? I don't know. Let me tell you afterwards that that wasn't a great idea. So it has to be authentic. It has to be authentic because we've all been in that space where we hear that and even if we don't d analyze it like I do, you're still may be in that situation like that doesn't feel that doesn't feel authentic. So, you know, I think there's that really famous book. Is it from dale Carnegie, How to Win Friends and influence people, Right. I used to just hate that book though. It's the greatest self self development book ever written. And it used to say, find something in everybody that you can like there and everybody has a quality deep down that, you know, is something that is unique and good. You've got to find that thing and use that as flattery because if you know deep down they have that quality, so do they? So it feels authentic. And I know sometimes that's hard and sometimes how do I know that if I don't really know in my customer well, you may not know that. But if you do know your customer, if you do know your client really well, deep down, find that one thing that makes them unique, makes them good in some way and just give them a little bit of flattery and that can be looks, It can be their ideas. It can be um, it can be almost anything as long as it's authentic. Yeah.
what is status focused customers will. Yeah, it's those customers that just need a little lift in their esteem. So actually, I got this idea from a couple of nights ago. I don't watch the shows, the blackish and mixed dish. I don't watch those shows too, too much. My wife had it on and there it's actually gonna start watching cause it's hilarious. I've never seen it before. But there is this episode where um, basically two of the characters wanted bags, really expensive bags, ones, louis Vuitton bag for 100 $50 back. I guess it's filmed in like the eighties. I'm not sure a whole lot about the premise and the younger daughter wanted to have a jansport bag for high school. And I remember how important I think you and I talked about how important would you have liked that Polo? Like even though we couldn't really afford the polo, like we had the three legged polo, like how important it is for having just something to give you some status. But it was really interesting because the father, you know, we're saying how, how it's, it's not a good use of money and it finally comes about, you know what, it's okay to buy things that lift your self esteem that gives you status because allows you to maybe fit in a little bit, it gives you a feeling of respect, um, and it gets you to try things oftentimes that otherwise you wouldn't do because you feel just a little bit more, more, more motivated. So I watched that show and I said, you know what, actually we talk about that idea in the book marketing to Mind states, it's around the esteem motivation.
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