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Episode 59 of 131

[Special Episode] The Mindstate Marketing Hour #9 with Will Leach - The ROI Online Podcast Ep. 59

Duration: 50:35
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 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)
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So number four to increase impulse purchases and up sales, uh fingers triggers hot states, hot states. So impulsivity. I know a lot of us imagine the restaurant owner that wants you to buy the dessert. This is when you get to the front of um you know you're in the check out of your website and all of a sudden one more item or one more offer or whatever. And this is getting basically somebody to um Upsell you can use it for up cells but also getting that incremental purchase. So what we find and there's a lot of work around impulsivity and what impulsivity really is if you want to get somebody to buy, try try something that they never tried before and but they're on the fence, right? You they've been engaged there on your website for a while or they're in your store for a while and they know you they can enter their interaction with your with your with your product, but then they decide to not buy. So you had um you had the right goal, you have the right motivation, but something didn't push him over the hurdle. That's impulsivity and this is what you do to drive impulsivity. You use what's called a trigger. And in my book marketing mind states, I talk about 21 of these triggers, right? Um and these triggers just make decision making easier and imagine if somebody wants to buy their interactive there, holding your package right there, looking at the back there. Kind of, you can just tell their their but then they're not closing the sale, you're not able to close a sale. All it really needs is you have to make that decision easier for them. So this just happened to me last night. Um and that's why I was like, oh it's a trigger. This this gave me, made me buy something impulsively. So uh this weekend in college, college station texas texas A and M is playing my florida Gators and uh, florida and right now is ranked number three football team. Texas A and M. Is around 23 depends on what the poll is. I graduated from both universities, I did my undergrad at University of florida go Gators and I did my masters at texas A and M. University. So I really want to go to this game. But frankly, there's a hurricane coming up from the south, right? So it's not, I mean, I'm interested in the game, but I gotta, I gotta worry about this hurricane. Don't know where it's gonna be. I don't know if they're gonna cancel the game and frankly the prices of tickets are slightly high, right? It's a number three team in the nation versus another ranked team, but there's not many opportunities to see both my alumni schools at the same time. So motivated. So I checked out ticket prices last night just to see. So this game is only happening, but two days from now, less than 48 hours, in fact, so I'm sitting there and I'm just checking out the ticket price. I'm getting excited. But I sat there steve, you know, you do it, you know, chicken house, you go to, you go to a seat and you look at those seats, you look at the view and you look at the other view, you look at the other view. So here's what I did. I actually looked at with views and I started to get, you know what, I don't know if this is the right time. I love it, but I can go, it's, it's gonna be a 3.5 hour drive up, 3.5 hour drive back. I've got to convince my kid to go with me, who, you know, I really want him to experience this thing. I started downplaying so I just was kind of scrolling to get out of the website and boom, a pop up hit me. The pop up was only two tickets left at this price and it's actually a pretty decent price. And that only two. I bought the tickets like I just looked at my wife and I said, do you mind if I go, you just go, just go and I did it right. That concept that trigger only two left is something we call scarcity effect in the book marketing mind states they created a feeling of scarcity that caused me to do an impulse purchase. Yes, I was looking at it, but I was moving away. That one little trigger got ticketmaster and whoever sold those tickets, You know, an additional $250 last night that I was walking away. So that's an example of how you can. Just a small example of how these triggers. If you incorporate these triggers into your experience, into your, into your email campaign, into your, um, into your videos, whatever creating a scarcity can increase sales impulse sales.
number three is all about. If you are in a situation where maybe your retail store owner, you have a website, you're selling things, um, is all this is about re I'm sorry, building trips in building the basket. So getting somebody to go to your website or go to your retail establishment more often and when they're in there, how do you get them to buy more? So in my world, um, we look at the world of increasing trips or increasing basket ring, you know, the number of items in a cart. We look at that world through framing and so what the, what the literature tells you is that what she tried to do on any website? You know this right? It's lower friction, lower decision friction anytime. There's a point of friction. It causes somebody to go, you know What? I've got one item, I'm good to go or hey, I'm trying to get to the website, can't remember how to get to this website. I can't remember where I'm going when I'm going to the retail store. I, I got in there, I got confused on where, what part of store I kind of made, my wife has done this many times. She'll make the obligatory because you know, she's been seen shall make the ground around the perimeter of the store and walk out because she's confused and she's like, it's not worth it. Right? So there was friction. The way to eliminate friction is through this idea of framing and what you do. It's a simple thing. What you do is you frame up your website, your marketing communications in one of two ways. One way is about how you're going to help them maximize gains, maximize good thoughts, good feelings. You're gonna maximize your chances of reaching your goal or you go around and help through your marketing communications. Talk about how you're going to help them minimize loss, minimize bad things. And so when you message in the right way, whether it's what we call the optimistic approach, which is about maximizing gains, or the cautious approach, which is about minimizing losses, you can actually lower friendship.
So right now, you've talked a lot about, there's like three basic motivations that are pretty much in play across most domains. Yeah. So what what would those motivations be? Yeah, just because of where we are in the in our culture today, because of biological threat, social injustice, economic chaos, political strife right? There is an overlaying kind of motivations or three motivations that seem to be coming up regardless of what industry were in those motivations are. First security and safety people right now, they're not sure about their jobs, they're not sure about kind of what's going to happen politically. So security people desire to feel safe, especially as it's going to continue as unemployment kind of hovers around where it's at right now. Um and there's just like a lot of, you know, if you're in the airline industry right now, you're feeling not very safe about your job, that's just that's just where we are. So safety is the first motivation that is really important to start talking about with your product. The second one is empowerment and what empowerment is is that people, people who desire empowerment would desire control. And so right now we don't feel like we have a lot of control over our lives. Um You know, we don't know whether or not we're gonna have to teach our kids at at home or if we're gonna be able to send them to school, we're not sure how we're gonna make that, we're not sure how we're going to um uh make our bills right and pay our bills. Things like that. So right now people don't feel like they have a lot of control in their lives were being told where we can go when we can go all throughout our society. So control is the second motivation that you should be talking about. Because control will get somebody if you remind them that you help them with control, you're more likely to get that repeat purchase. Um and then the third one is we call it engagement, but really what that is is people desire either moments of levity like excitement or kind of a moment of decompression. And so um what's interesting is what's happening right now is with all the strife, with all the stress that we have in our lives. People now just need moments every day of release. Like just and we've even done research, we have we have lots of videos of, you know, stay at home moms who are trying to teach their Children at home and they're trying to run their careers as well and they're literally hiding in their own closet to cry because they just need a moment. And and those moments are really, really impactful if you can connect your brand to this desire of just we call it engagement, but it's usually a moment of release or excitement, like on a friday night watching netflix is really exciting for people because they get a moment of release, a moment of kind of captive ation. So that's the third one. So if you can give people a feeling that you will help keep them safe, you will help keep them in control and or you can get a moment of release that is most likely to get somebody to um repeat on a purchase. So let me give you an example of how this recently came to life. Um, we have a client who was manufacturing mosquito control units internationally and what happens? They did a product launch in the initial product launch went okay and that the hurdles that was supposed to met. So imagine a device that plugs into a wall and you know, let's talk about brazil or India or china, high humid climates, big mosquito issues. So people, you know, homes don't have great seals, right? So mosquitoes are an issue. Well yeah, you can drape uh, netting across your bed, but also, you know what happens during the day when mosquitoes are still there. This company came up with applicable unit and they did a lot of research that was talking about how um, people want to have lots of variables. They want to be able to set a timer, they want to be able to set out the center of the spray because imagine this mosquito control unit, just, it sends out a missed, its killing mosquitoes. So every time they go to research, they created a product that had another lever, another variable and another kind of like a twisty dial so they can optimize this experience and you would think this is perfect. However, repeat sales boom, They're dropping, dropping, dropping, they say what's going on? Like it was working well before, so people aren't going back. Well we did a very quick study and in today's world for this customer in brazil, you know in china and India we found that safety has now overridden the desire for having all these variables. And so imagine this, what somebody said a year ago is give me the ability to to kind of adjust my settings. Set timers sent the sense of how much spray comes out highly desirable in today's world, especially with this group, every single ability to adjust this, the sensors could actually make the whole unit malfunction, that's what they believe. So what they said things like I don't want to have all these justice adjustments, it's too complex. I need to work or not work on or off. And so really by scaling down the innovation steve by talking about how this is a very reliable, it's going to say it's going to protect your Children from mosquitoes all of a sudden rebound sales are happening. Why it's a simpler message. And it's to where every time that you know, otherwise people felt customers felt like that having all these different variables actually could hurt their, say the safety because they can break down the machine, you took away options and in this case actually increasing repeat sales, people are going back in for a second unit and a third unit for their home. So it's a good example now of how you can use a motivation and messaging to a slightly different motivation. In this case, they went from control to safety and made all the difference.
Alright. So number two, Number two, so when you want to get repeat purchases, so let's say for instance, um you launch something out there, you're getting high trial whether it's a product, people are going to our website but they're not coming back. It's a, it's a new uh it's a, it's a new uh new entry into the marketplace, new chips or whatever people are coming for trial and then they're not coming back. Oftentimes what that is and there's a lot of reasons for that. I mean you got a breakthrough habits, we all know that um you know, has to be a great product if you want repeat purchases has to be a great experience. That's all table stakes in today's world. What you really need to think about is are you driving the core motivation that gets somebody to not just engage with your product but to go ahead and repurchase And that's all around my second part of my model, which are people's motivations um and to kind of help you help you out on this is that we all have motivations that fuel us to do a repeat purchase. Um In fact motivations feel us to do any purchase In the 1st place. Right? But particularly with repeat purchases oftentimes, what will happen is, yep, somebody had a good experience. You help them meet their goals right, steve but for whatever reason um the next time they kind of wanted to engage you came to mind um you know, hey, I should go to that website again or I should go try this, you know, service again. They weren't sufficiently motivated to take the next step which was to act on that. And that's because the first initial creative that you've sent or even subsequent marketing campaigns and marketing that you've sent out is not tapping into that core motivation that they want to feel, that core desire that they want to feel. Um And because of that, yeah, you help them meet their goal, but they're just not desire or they have no desire to engage with you even farther. So you have to figure out which one of these nine motivations are most important for your customers, and then re tap into that motivation to get them to try you again.
Number 1 to increase penetration or trial for new product goals. Direct to reconfirm purchase decisions in the moment. That's right. So this is, this is for all you guys out there that are just starting a company or you just launched a new product or any launched a new website, whatever you're not getting the traction you want. Um, and what the basis of why a lot of times we don't get the attraction we want and uh, you know, it comes from marketing And the issue is not that you have bad marketing oftentimes the real issue is that man we've talked about this is that there's this cognitive filter that filters out 95 of all marketing, good and bad. And because of that only, you know, let's just say one out of every ten-year marketing messages that are trying to drive this new innovation, this new website, launch this new company, launch, those messages are getting lost. Um, they're not even being people aren't even constantly aware, even if you're targeting correctly. And uh, I did a workshop yesterday and we talked a little about this and the real reason why messaging doesn't really connect or you're not even aware of it. Oftentimes that's not messaged to people's goals. And that's the first thing you have to do with the launch of any new product is make sure that people understand that this new launch, this new product will help them reach their goals.
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