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)
wow. So I think a lot of opportunities are missed when marking focuses on the copy only or the content or the text. It's very important. It's a lot of the place that everybody starts first. But the things that you just talked about the atmospherics, the images, our brain that that brain stem area is an area that doesn't even process language. So it doesn't even read the text and in just a second it is already made a decision whether this is a safe place, what I'm looking for or not. That's where marketing the mind states is really being impactful. Yeah, that's right. And like you said, it's even subtleties that otherwise some people just take for granted. But imagine, you know, if you're going to do your own photo shoot. But even just think about the smiles, like too much joy is not connection. So showing too much happiness in this space is actually no, no, actually connection is more about intimacy. Which connection can be funny, but imagine, you know, showing a husband and a wife or a partner or whatever, and then looking directly into their eyes and having this moment like those things matter. Those small details. That the smile, the facial expression matters a lot. And I think if we can get everybody to think that marketing is not just showing your product a great looking piece of pizza, but also showing the experience, but being mindful of the small little nuances that the book talks about that you can make a very big difference in a small decision about, hey, let's get their faces a little bit closer to each other in the photo shoot because I really want to establish connection and good marketers and good agencies know how to do that. They would intuitively know that stuff. My job is to tell you that their science based evidence that says that is what you should be doing now.
So now the marketers listening to this or even the business owners having to wander into the swamp, That scary, stinky swamp of marketing is all right. What do I do with this information and my marketing materials? Yeah. So I'm I'm sitting here thinking of what images I would start to lead with. I'm thinking of of the faces. I'm even thinking how my logo should somehow complement that as well. Tell us some, tell us about that. So what's interesting about goals and people get very um nervous about how do I act, we call activation the goal. How do I activate on this goal? If I know that I want to be the home away from home or my customers want to be in the office away from their home or that they want to have family connection. I think sometimes we overthink think this stuff through uh steve, here's the idea if you want to activate that goal, if you want to get that goal to become important, you have to remind people that they have that goal. Because we have lots of goals. Like I have lots of goals are given day. So the way you remind them is show them the end experience. That's the way you do it. So you can show through visuals or through copies. So for instance, rather than saying, we got the great, we got great pizza and we've got great cheese or whatever, what you do is you show a family in an experience at your shop, at your pizza store that feels like they're connecting. And so you do things like you make sure that you can you can see that the father and the kids are looking each other in the face, right? And you can see like maybe that they're they're co holding a menu together, right? So they're ordering off a one menu, You can see that they're pulling the cheese together from the pizza and there's laughter. So you're not you're not focused so much on the pizza. Which is really hard because that's as as a pizza baker that's what you want to do. But that's not what you sell that's not yourself. So you have to focus on the experience of the people. But imagine that's just marking imagine the experience now you'd actually make your table smaller if you're if you have the money and you want to actually lower ambient noise so that you can hear a conversation with your family. So it's not so lets you wouldn't have rock music in the background, you have it lower than that. You have the seats very comfortable. So people are smiling. That's how you bring this all the experience to the messaging. But the point of the matter is remind people what that goal is. And it's just simply showing the end result of that goal. The family is connecting
Uh huh. So I read this story about Starbucks. Yeah. And I don't know how many they may be 20 years. They only had like 17 locations, 20 years in. And now they have all these other locations locations. But there was this moment where they declared, we don't have a coffee shop with beans from this area. We have a place where people come and get on the wifi and it's their second office or it's their second living room. That's what I did. It started to sink into me. That was the higher order goal that they were acknowledging. Yeah. No. And it's really easy to get there, right? So you can see the thought process and actually it's it's in the literature that tells you, how do you get from a coffee shop? Hey, we saw great coffee or whatever, whatever they were saying back then to know we have the second office and really what it is, it comes down to two questions. So the way you do is the way you get from these functional wants to emotional needs is first by saying what wants to you have, you should ask your customers and they'll say things like, okay, I want great tasting coffee, I want, you know, not to be overcharged, whatever all the normal things you would, you would say about a couple shots, then you say why is that important to you? And then all of a sudden you get into, why is it important for me to like have comfortable chairs? Well, it's important have comfortable chairs because that way I can sit here for a while and uh and not have not feel like I have to leave the restaurant. Why is it just ask the same question? Why is that important to you? All you do is ask the same question twice. And then they say, well, it's because this is kind of like my office away from my office, my home away from home. That's the higher order goal. When you start messaging that were your home away from home, No longer you competing against other coffee shops, you're competing against lots of different places like libraries that a lot of small businesses go to libraries, right to run their business, you're competing against. And now it's like, you've opened up this incredible, huge kind of group of people that are looking for a home away from home and office away from home. You now become a part of that much bigger pie. That's what higher order goals allows you to do. So in the pizza place, Right? My example, the pizza places, Hey, why do you come to the, what are you looking for when you come to a pizza or pizza place menu variety? They may say, okay, why is menu variety important? They may say, well, it's so that, you know, we have the ability to where I can bring my kids and we're not all fighting, we can agree upon something. Everybody can have something. Okay. Why is why is it important for your kids to be able to agree on something? Well then there's less fights. And so we as a family can connect. That's the need. Your job is to provide a connection for people are a place where people can connect and you just so happen to do it through the use of pizza and that's a part of your ambience. That's how you differentiate your brand. If more people would talk about that, that just opened them up against. Now, I can, I can actually compete against museums to connect. I can compete against, um, coffee shops. If I wanted to give you lots of different things to get a place where my family can connect. And if small businesses will speak to those higher order needs, it opens up a massive amount of growth potential because you're meeting. There's emotional desires, that driver behaviors. Ultimately, it's the driving behaviours comes from the higher order goal. Mm.
so when I think about that, and there was a quote I heard the other day and I can't remember where I heard it, but your real business you're in is not the service or product that you deliver, but it's the process and the experience that you delivered with that, and when you started talking about higher order goals that started to really connect with me, because if we stay focused on those higher order goals, then our experience that we deliver, Wilke compliment make it feel congruent and safe and they will feel more understood. How does that come into play, yep, so interesting enough, um you know, knowing what job you're really and I'll give you, I'll give you a story about a friend of ours, a family friend of ours. So this dude started a pizza place about two decades ago and to this day, steve, it's the best pizza I've ever had. I don't know his secret, actually do know his secret recipe. Finally, he gave it to us, but he was in the pizza restaurant industry for about three years. He had to shut down and he made a kick ass pizza. It was a great, it was a great product. But he thought his job was creating the best pizza around, looking back on it now, that's not his job. His job to your point was to create an experience based upon a higher order goal that people had. And he just so happens to deliver on that through an increased his crust was amazing. It is amazing through his pizza. And he thought he was in the Pizza business, he was not in the Pizza business. Looking back now that I know what he's what he's doing. Like if we could only had this science back 20 years ago, I could have told him that actually, he's not delivering pizza. He needs to ladder that up to a higher order goal. So the way that works is this is that we all have goals in life. And a goal is simply defined as where you are today, In the distance from where you want to be in the future and the future gonna be tomorrow, 10 years now, whatever. That's the psychological definition. So it's the idea of a goal is where you are today and where you want to get to at a later point. So the thing with goals that we all have goals and we have lots of goals by the way and I want you to know and everybody out there listening is every behavior, every decision you make has a goal associated with it, every single one of them outside of you touching a hot stove and having a biological reflex. There is a goal of some kind of associated with it. But how often do you think through what goals like well when I turn on this light, what was my goal or when I decided to go eat that? Go eat pizza? What was my goal? Like? Nobody thinks about these goals there naturally subconscious. They drive you, but they drive all human behavior. So I say if you don't understand the goals of your customer, then you are never going to be able to drive that behavior and ultimately you want them to call your, call your phone number, engage with you online or whatever. So gold theory allows you to understand that that like how do you drive people to go after your business to think of you? Um There are two types of goals and this is a simple concept. There are some things called functional goals and higher order goals. And you related, you talked about the higher order goals, functional goals are the goals that people think about all the time. Like small business owners, like my friend said, my goal is to have a great pizza is to and have quality ingredients and my goal is to not overpriced myself out of the market. And his customers probably thought the same thing. They're functional goals, what they want, great tasting pizza close to home, good value, good menu variety. Okay, you deliver on that. You are meeting the in today's world, the bare minimum table stakes that a pizza place must make. Exactly if you know that that's awesome. You got to do it, but that's not enough in today's economy. Mhm.