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)
so this is so this is great, but I'm just a little agency or I'm just a little company, I don't have an army and millions of dollars to put something like this together. So coaches through maybe some complimentary version of what we could put together, how can we accomplish it and, and maybe on some website copy or or a workshop or something that we can do with what resources we have available. So I think you always have the first kind of, you know, come about it with, with understanding what is your customers, your shoppers goals and we talk about that and what are they, what are their goals for when they're interacting with you? And that's really important, right? Because you're never gonna go viral or you're never gonna get the biggest bang for your buck if you're not reminding people that you help guide them to their goal, so we can talk about goals uh you know, in the future, um but that's really important to do after that now, you know, I don't want you to walk away here thinking that you have to use the belonging kind of thing, you know, this, this, this kind of fuel to create a viral ad. That's not true. Nike does a really nice job at that. I think belonging can help you, but it's not necessarily the only thing you can do. There are there are eight additional fuels right there in the book. One is love. And if you've seen, um, if you want to talk about viral, um, I always think about love is the desired feeling. It's a, it's a concept in motivational psychology called nurturance, motivation. Think about Hallmark and what they do every christmas, they constantly are hitting you with these christmas movies, that's all about love. It's always the same idea that there's somebody who, for whatever reason can't find love, they find love in the wrong place. Um that shows them that they had the wrong love. The person that they should have been loving was always there in the background. They find love together. It's basically the same premise. Do you understand how many people sit there in front of the T. V. S from thanksgiving all the way to christmas and watch those things every night? It's back, it's happening now right? So you don't have to belong or use that belonging to become viral. You just have to know which is best for your customer. Um so in this case we talked about belonging. So remember belongings all in the book, right? Um but belonging if you knew that somebody was desired to be a part of a bigger group and that made sense for your brand just because you're bringing people together? Well that's what you should be thinking about then, saying, okay, well, how do I communicate that? I want to bring people together where you can do that through communications. You also do events, right? Because I want you to be associated with belonging. So viral, our virtual events bring people connecting people together. Those things matter because not because you may not even benefit from it, steve, right? But that they are thinking when it comes to belonging, steve is always there for me, right? He's always there for you. But think about your creative, right? Somebody who desires to belong is going to be driven to be to feel accepted by others. So, right off the bat, you should be thinking about your creative is showing people not a person people and if you can connect them and you can have them touch or working in unison. So remember when they're all running a boom, they're all running, even though they're competing, they're all using the exact same muscle movements, right? Psychologically, that is creating a sense of we're together, whether you know it or not. So, think through, how can I show people together, doing either the same muscle movements, having the same badges. Like you actually use creative where we actually think about the walmart vests. If you look at a walmart commercial, you will notice that almost all their people have walmart vest on. That creates a a sense that they all belong. So, think about uniforms, badges, something that would uniquely bring those people together um is another way of doing, of doing that. And the last thing I would say in this space with think about social relationships, though the Nike I didn't do so as much though, I guess there's some social cause they're focused on, you know, this idea of success and, and, and you know, trying to guess greatness is that timeless story that they have. But think about social relationships when it's belonging. People want to belong to people. I'm starting to groups that socially are accepting of them. So how can you and your creative in your copy? Not just say we all belong, but you are respected in our group. Your point of view matters in our group. What kinds of events, what kinds of social programs? What kind of things can you have? Where somebody can give you an idea and then the group gets to respond to that idea, build idea. So, if you're part of master minds out there, that's what mastermind groups do. A lot of right. These mastermind groups, you bring out an idea into some sort of a platform. Everyone talks and build on that idea. So that's another way of creating this belong. I belong to a mastermind group.
right? Yeah, that was interesting. They even showed them in their lives apart from performing as well, where they're they're adding to their personal beliefs or what they think they need to stand up for or promote very much so. I I think it was not, um, you know, think of the thousands of hours that had to be edited, but also the amount of stuff that they cut and then the amount of footage that they kept in, I think you're right, like showing ultimately that we're human beings and we're not just athletes, like you said, when they're not necessarily on the field of play there, speaking at the White House, whatever. Um, that also makes you a part of that Ingrid because we're not you and I were not always athletes, right? I'm a father, I go to church, I'm a business owner, etcetera. So I think again, it's a very deliberate the thoughtfulness behind showing the entire person that the comment you just made. You know, we're father, we're all these different things, really speaks to what you talk about your book and they're in different states of mind during those times as well. Very much so, very much so. I loved I love that part where she was a kid hitting the tennis ball in the house or on the roof and it shows that they overcame the all of them, the things that are holding them back from going and practicing at the notes. So they okay, I'm just gonna do it anyway, I'm going to set up something here and work with what I have. That was really cool as well, yep. I think again, there's deliberately in that that we all have this barrier that we want to overcome and in this case, you know, the ultimate fuel is I will overcome it. So I can be a part of of this moment that we all we all can share And you know, I'll go into a socialist visually. Right? But did you even notice I don't think you even talked about it. The actual copy. You know whether it's the voice over at the very end. You know, I read through this and there are over 21 different individual phrases in a 92nd ad that said we together, We're right. There are 16 times just those three words have been used in 92nd spot. That's once every four seconds. Right? So it is constantly being pressed on you that we are in this together together. And I love the very end of it too with the copy where remember it's like you can't stop slash us, right? Every time you use those words you're creating this in group and the group for you guys is this idea that is that we all are one of the fuels is called belonging And what that is is it's our desire to feel connected and feel like we're a part of of of of of a bigger group. It's kind of that tribal mentality, you know from evolutionary biology and this idea being that every time you're hearing the word we We, you can't help honestly unless you're constantly trying to reject that idea that you're not a part of this group. So 16 times they use the word we together or we're and then us is one of those at the end. That is the science behind taking somebody from this feeling of this is a really inspirational add to this is an ad that I must share with my tribe and that's why things go viral because you connected with the tribe of, we're in this together and so you want to share it with your friends. And then that's that's kind of, that's one way, anyways, the behavioral psychology of creating something that goes viral. It's you want to share it with your tribe and in this case, people who want to belong to an athletic endeavor like this.
how did they sit and think about, I'm always interested in. I wonder what the conversation was around it when they were planning it and that's where you're you're coming from is give us some insight knowledge there. Yeah. So, you know, I didn't work on the Nike ad or anything like else. And I would go for my experience, the state of behavioral psychology being, you know, integrated into creative or you know, we call it mind state marketing or behavioral designers in the term. It's still many people do it naturally. So let me tell you what probably happened and then what I'll tell you about what maybe should have happened. What probably happened was their creative group for Nike, you know, understood that in today's society where we have biological forces that are keeping us apart, we have racial divide, we have economic divide, we have political divide, that a lot of people don't feel like they belong to a group or the group that they're being portrayed, that they belong into. Um, they don't feel like they're part of, they feel isolated. So probably creative team was thinking there is this moment right now that people just feel isolated and how can we bring people together? So what does Nike do? Nike says we have footage or we can get footage of the greatest athletes in the world and how can we link up these moments, these inspirational moments, whether these are happy, inspirational moments or even times where these athletes failed or hurt themselves. And how can we bring the common athlete, the person that was most interested in buying Nike gear, by the way, um, to be a part of these moments. So it fits perfectly with the timeliness of the world today. Right? Steve like the timeliness of it is that we all feel isolated. We feel scared. We want to be a part of something bigger and the timeless story of Nike, which is about getting people to reach greatness. I mean, that's kind of their timeless story that they've told for decades now. That's probably what was said and they created the add, it was a lot of work, right? You can tell the it was a, I think there's even case studies on it now, thousands of hours worth of video that had to be perfectly spliced perfectly with, you know, if you saw the athlete versus the, or the professional athlete versus the common athletes, just called that lot of work in a lot of time. If I was coming in to pitch that to Nike, I would talk about some of the same things, but I would bring the science behind it. I would say, listen, people feel isolated right now. There's a lot of anxiety in the market in today's society. People feel disconnected to their families, to their other, their teams. They used to be a part of just to their students, of your teacher, etcetera. And we have to try or we can tap into this feeling of isolation by promising that you can belong to a different or to a group, a unique group. And we call this in groups and I would be going to say, guys, we're going to today. Nike our job is to make people feel like they are part of something that's much bigger themselves because they feel isolated and we're going to create an in group. And that group is professional athletes are no different than the normal athlete. We all, we all bleed. We all sweat. We all have tears, We have highs and we have low points were all out there trying to do our very best to succeed. That's a beautiful in group to create that emotion uh motion. And we're gonna use some science behind that. So they were showing like common experiences. Both fall down and get muddy. Both get hurt, both, um, fail both win. Both want to be. But so what's also cool about that stevens? If you notice neither, you have to have both sides connected for that to make sense, which I love about that that belonging. So you have both of those things happening. But each individual side of the screen cannot live by itself. That's a really smart move, right? It's click. So I think like Ultron right, where the two separate robots turn into something even bigger. That I love that juxtaposition of bringing those things together to take those moments of pain, of of greatness etcetera. There's something brilliant in the thinking behind that.
mm So I'm not a scientist. I'm just, I'm probably like the farthest thing from a science. I'm a marketer. Okay, so we go on feeling creative emotion. Where does science come in and how do I start to apply it to help me? That's right. So in the book we introduce you to a model and this model is really a human behavior model that is based upon for social sciences. And those sciences have now been integrated into marketing strategy. Um and so therefore these factors, people's goals. Um what motivates them to reach their goals is the second factor. The third factor is how do you reduce friction um, towards helping or to help people reach their goals? And lastly, or how do you create shortcuts? And so there is actual deep social science behind each of those factors that can help you as a marketer or as a business leader improve the effectiveness of your advertising. And so the thing with viral ads is one of the things that we're gonna talk about today is that second column, that motivation, that fuel. Because I want to talk about the fuel that gets you to watch something, watch a video, see, but then also share it with your friends. And that's the big part sharing, sharing, sharing and that comes through motivations.