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)
no surprises. Why no surprises? When you have When you surprise your customer, you are actually taking control from them. And maybe I would say, you know, if you're going to send, you know, nice chocolates or something like that, maybe that's a different thing. The surprise is that your customers hate that. Take control away from them is when you promise something and you don't deliver. So this just recently happened when I was, I was on vacation for the better part of a week, basically, and that's where your tan, that's where that's where your tan came from, right? That's right. And one of my, uh, you know, people on my email list, you get my email, sent me an email back and said, I love this. I want to talk to you So I said, Can't wait to talk to you But I didn't actually set their expectations. And so two days later I got an email saying, Hey, what gives? I was surprised you didn't try to contact me. Now I didn't go through the whole thing. While I'm on vacation, I'll call you back and that's my dad. I surprised this gentleman who's actually see him of a pretty large company. I surprised this gentleman because I surprised him that I didn't come back after he reached out to me saying he was very gracious and I love your stuff and and I want to talk to you about it. And I didn't. I surprised him by not calling him back. So But you know what? Life is complex. We make promises that sometimes we can't deliver. We have technology issues almost had to go on at 11 07 as opposed to 11 05 At the end of the day, if you're going to surprise your customers with something that's not good, you made a promise that you can't deliver on. You got to be able to give them early morning. So don't wait. If you're gonna give something at five o'clock on Friday, don't email them at four o'clock on Friday, saying, You know what? I miss the window. You can't do that because you took control away from that person. Secondly, if you so you got to give them lots of notifications. Just have to You got to swallow your pride and do it. And maybe if you get it done by five o'clock you ever delivered? I don't know. But you got to give this person more time to be able to take control of the situation, reset expectations on their part, and secondly, give them the ability two, uh, find a solution or come up with a series of solutions to make it better. So the normal thing we do in the agency world I've had this happen before is that if we don't make our time, we're gonna give you a discount. We're gonna give you a 10% discount. Great. Except for somebody who desires control again, you're just giving them one thing. You're giving the mandate. Here's your 10% off. I'm sorry I made a mistake. Here's your 10% off. What you can do is to try to make that better. Is saying I can give you a series of three different things to make up for the fact that I'm being late 123 and let them decide what is the solution for them That way again, they're able to take some measure of control and they'll associate you with the ability for them to control their business and their outcome.
good point. So when you say provide three options and this, this kind of came to me, you know, in a sales process, there's a point where okay, semi your proposal and my proposals for a while was either or this or not. And one of the things I learned from Allen Langer he's got that he calls it. Let the pressure out when you provide options. Three little adjustments to this. It makes more sense, and it feels better. Yeah, I like that. That last part, it feels better. So when you just give, you know to to to to, you know, things, aware. You know, all you're really giving people is a choice. And the choice is different than options. You know, 11 solution. I offer you this. That's just a mandate. You know, uh, if you give too, uh, you know, to programs or to services, all that is is a choice. It's getting in the back direction, but it's still not really lowering or giving control to people. Really, it's three. Uh, now I can go as far as five. I think neuroscience would tell you get up to five, but anything past really four I'm always looking really hesitantly just because I used to do the neuro testing back at Pepsico. And I know enough about neuroscience that that would suggest that there is a resistance to too much information, too many choices, etcetera. And so I think the magic number is really three. If you can get your choices down to three, do it again. That gives somebody the ability to control their outcome. Yeah, that's, um, more and more. You see those three options on the website most popular. But that's there's the science behind this stuff, and I don't know why we dismiss it so much when it comes to our website. When we think about Oh, that's kind of cliche, but the science proves it out. It does.
So the second thing you can do is realize that friction actually creates stress and anxiety, and it takes control away from your customer. So at least in the short term, short term maintaining maybe in the next six months, I don't know, maybe year. Can you limit friction across your customer experience? And I'm actually starting to do this now with my own customer experience. You know, what I try to do is I have lots of different services and white papers and resources that are available online on my website mind state group dot com. And to get access to those things. Of course I want to get I want to get to Know you. I want to. I want you as a customer eventually. So I try to get your email address and somebody made the point to me. As I said, I have all these free resources have all these free resources, and a friend of mine said, No, you don't. I thought, what what website you want? He said, You don't give anything for free. You actually asked for my email address almost immediately. Uh, and he was. He was. He was basically being critical of my C X and saying, you know your experiences that you know you're not giving anything really for free because people value that email address a lot. Actually, the bigger point, I think, and now that I think about it is that I'm causing friction. I'm not giving control. If somebody wants a free PdF that I'm going to give away for free anyways, maybe I just give it away for free. And maybe if it's valuable enough, you'll come back and you'll give me your email address so we can kind of create a relationship. Point being is that every time you add a point of friction, you are actually creating more anxiety and you're taking control away from your customers, even small things like, Do I really need to have the last name of your can I just say, Hey, Steve, do I need to know Steve Brown? I'm not so sure. When do I ever use last names in almost anything? I do very rarely, but I collect that information. That's the point of friction. That's a point where I'm taking control away from my customer and and and bring it on myself. That's a great example. If I can eliminate some friction, I can get control back to you and
so number one. So if people this sounds like a like a no dot Maybe it is. But you now realize that four out of every 10 of your customers have anxiety or depression and a leading cause that is, that they don't have control. Then you need to let them control important aspects of their experience with you. Right? And I know that sometimes hard to do as a small business owner, right, because you have your trying to scale your business and you're trying to create efficiencies for yourself. And frankly, you want to make sure that you have an efficient process for your customers. But when people desire control, then giving 100% efficiency without allowing people to tap into some of those variables and make it their own is going to hurt you. So is it important? Is there an important aspect that they can use or that they can control to increase their experience with you? So I recently have joined, um, a group, and what they've done is it sounds so small. But I thought about this They're giving me three different ways to communicate with them. They gave me text, so I have. I have a phone number. I can text. There's a slack channel that I can use or email, and they just rode up with this whole thing. Stay contact us any which way you want. I know that sounds very small, and frankly, it's probably a bit annoying if I think I do this to your team. Actually, Steve, but sometimes I use base camp and I'll use pings and other times I'm emailing and other times I've texted, uh, Sam, and I know it's frustrating to her, but for somebody who desires that level of control, maybe we do it even if it's short term. Yeah, no, that's yesterday I had as a podcast guest. His tool is text to checked, and so we go, we shopping CART abandonment is like this big giant problem. 80% of shopping carts are abandoned before the sale is complete, and you think about your going through that, and you something occurs to you during that checkout process. Be so nice to just ask a question. But there's all these barriers, so his tool is where you can just you would just put in your message it text it to whoever's phone on the other side, and they can quickly reply in the heat of the moment, right there in that moment. And that's a way. That's exactly what you're talking about. I love that. Yeah. Imagine that feeling of control. You have that within minutes or even seconds. In that case, that something was answered to you. You feel like you're in control. I love it. That's a great great. It makes you feel like understood is like, Who does this? I made a good decision. Absolutely. Absolutely. Yeah. It feels like you got more control over your situation. I love it.