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Episode 86 of 134

[Special Episode] The Mindstate Marketing Hour #18 with Will Leach - The ROI Online Podcast Ep. 86

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The ROI Online Podcast
Duration: 45:06
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/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 if if we go to the way to identify your customers core desire from that example that you just gave, how can someone kind of back up and go start to identify what some of the core desires that are in play with their persona or their avatar? Yeah, so I mean, there's two ways to do it. One is you would do research, marketing research. Now a lot of small business out there can't do. The marketing research don't have the time to the marketing research. You've got to be able to have conversations to do marketing research. You need to be able to interact with customers, and you know how it is. It's hard to get people to take surveys anymore and have conversations. So the second best thing I could argue that it's maybe the way you want to start. If you're a small business is, lay out those nine desires layout those kind of those nine words on a table, and the first thing I tell you to do is start cutting first. Don't try to identify which of these nine are for your customer. Just eliminate the ones that don't make sense. For instance, with you guys. I did not desire for you guys to protect me. It wasn't a big thing. Like, I didn't think I was going to have such horrible marketing that I needed you to protect my business. I just so I cross that off. I wasn't looking to be loved by you guys, though. I love you now, but I wasn't looking at. So, you know, for an agency I don't know if you can be loved, right. So start eliminating things like that, um, that you can when you look at right off the bat and just go No, it's not us. So let me give you an example of the law office. Talk to the lawyer lawyers. Problem was, he knows that some of his clients have legal issues. But then come covid they just stop talking like, Hey, you know, I'm gonna I'm gonna put on hold because, you know, nobody kind of knows what to do. A lot of lot of their business dried up and then kind of word when he would follow up. Was was things like, Well, you know, I'm choosing to go to legalzoom or, you know, they're either pausing that relationship or they're choosing to go to something cheap and they're asking for lower rates, which is very understandable. So what he did and we actually did this together. We got on it and we got to his office and we just laid out those nine words. And we said, What do you think about eliminating? Eliminating these desires? Like, what are the ones that just don't make sense? Well, nobody wants to be loved by their lawyer. Scratch. Right. Um, the other one was, Nobody wants to belong to their lawyer. Scratch. Um, what was So this will be to the lawyer. So he focuses on business law, and pretty much like nobody seeks to have greater freedom from their business lawyer. Not many, at least. You know, I'm sure you can make the argument. That's one thing I would tell you could probably make an argument for any of these, but don't do that. Just go with your gut. Feel what was great about what he did. Steve is we got together and we eliminated all but one. Now that's not usual. Usually eliminate 56 maybe seven of these. Like I knew, like I was pretty clear I wanted to, um, learn how to do marketing. Right? I think I was pretty clear on that. But technically, you know, looking back, did I want us to feel like a team? Yeah. So those were probably, too. He eliminated all but one, which was in this case, control. Because businesses we're going to him because they are in a situation where they needed legal protection or to be able to control some legal aspect of their business. So for him, he was like, We don't have to choose any. I know all but one right now doesn't make sense. And that left him with that one, which is control. Mm hmm.
So other than combing our hair, brushing your teeth, shaving our legs, what are some of actually legitimate things we can do to rekindle their desire to come back home? That's right. So let's just even take a step back for a minute and say, Well, what is this desire thing? So here's how the science plays out for you guys. We desire we have these desires in our lives that make us feel more attracted to something. Someone. It could be inanimate objects. It's not just, you know, like I love that you said, Like I I can make myself look prettier. But there are emotions and desires that actually, even if you look really, really pretty that can strengthen that attraction to you Or still maybe, you know, you look pretty, but I'm just not really attractive. It's like the girl, and you know, this happens all the time. You see these actresses on TV, they're beautiful, but you're like, right now you know, you couldn't spend 10 minutes with it. I'm gonna give you my version. Mariah Carey, where I carry to me is over the top. Beautiful, talented. But I know I could stand maybe 10 minutes in a room with it before I'm like I can't do it. I'm not attracted to her from a emotional standpoint, talented and attractive in other ways. But not not that. So that's assuming she would want to hang out with you. That's not assumption. That's come on, Steve. I got a book. I got a book. Who wouldn't want to talk? Right? So now it's good for you guys. Like I know some people like desires and emotions. I don't know. Listen, guys, there is only seven, really the motivation, like there's seven things that you want to communicate to, whoever you you desire, whether it's whether it's your client or maybe even your spouse or maybe Mariah Carey. There are only seven of these things that you need to pick out, so it's important to figure out what those seven are. But why do I have nine desires? Sorry, I said. There are nine desires. I there's not seven. I'm sorry. Why don't go seven? I don't know. I think the very visual has got me awkward and his desires that he wrote the book, and you can't remember whether it's nine or seven. Well, two of them are starting to weigh on me a little bit. Man, I I'll tell you an example of how how I recently used this actually for for a law firm in a little bit. So there are these nine desires, guys, and what you gotta do is first identify or know what these desires are. So let's just limit all the possible emotions down to nine. And then from there, I'm gonna show you how to use those in your favor. All right, So let's Here's the list. Yep. And no order. These are no order. But if you want to understand how to attract people back your clients, um, you know your brand, whatever it comes down to these nine desires first is help people feel successful. Just how do you get them to know that they are victorious, proud in their in their success. So people desire success, and that's why they will buy the brands that they buy. That's why they'll engage with you as a company. A second desire and these are at the highest level kind of deep psychological psychological level is the desire for freedom. Um, and desire for freedom, you know, drives a lot of different things out there. But people desire to be free, especially in our culture, especially in the US. The desire to be free and also uniqueness comes in here to people desire to feel like they are unique in some way. So if you can help your customers know that you will help them be freer or more unique Key desire a third one, you're gonna say you got an idea except well, you know. So I'm thinking of these well, as you're going through them and, well, I don't want to derail you here. But putting an educational component that resolves one of these desires is a beautiful way to bring them back in, or at least test drive you again. I totally I totally agree. And and and that's I think we're going to talk about as well. If you can figure out if you figured out that your customers desire to feel accepted, well, there's messaging things you can do, but there's also business things you can do. And I'm gonna tell you about what we do with this law office on how you use one of these, and we change the way that they interact with their lawyers, and we think that's going to help drive this feeling and this desire. So So when their customers have this desire, their lawyer will come to mind versus LegalZoom, which is frankly kicking butt right, because Legal's it was a cheaper alternative. They're cheating on my lawyer with LegalZoom LegalZoom. Well, legalzoom doesn't make you desire this one thing, and that's our That's our goal here. So, yeah, that third one is acceptance guys, and that is this feeling that just belonging with others, right? So this is why you know, you join tennis clubs and tennis leagues and Harley Davidson, but this idea that people desire some level of acceptance, um, the fourth one is skilled now. Sometimes people just desire to feel like they are skilled, um, and that they are getting smarter in something more technically proficient in something and that that creates a lot of desire to work with a new company. The fifth one is a desire for control, especially right now, right with the world that we live in. There's a lot of people asking for more control over their lives over their Children's education. Lots of things like that and you know, we've been talking late last year about control is one of those major things, like if you don't know anything about your customer right now leaning on control because it's such an overriding desire across everybody's lives, not just their business life over all their lives. So if you knew nothing, I'm leaning on control. Um, the next one is captivated like, and this is very this is very much human relations, like when somebody makes you feel captivated like they just they can draw in your attention. Um, and they can. They can maintain your attention, whether it's through excitement or just moments of relaxation. That's a desire people have. Especially now, too, right? There's a lot of people like wine companies going crazy and spirit companies going crazy right now because they are able to deliver on. If you buy my spirit, my wine, I'm going to be able to lower your stress application. Another one is admiration. This is just purely like people desire to be admired in some way. That's why we have these luxury brands like Prada and things like that, like a key reason is not because the quality of a Prada bag. It is because processed signals that you signals to you subconsciously that you are admired. You can afford a Prada bag. You can, um you are one of those highly esteemed types of people that you know that that can afford something like that in the last two of the easy ones. Love and safety, right? So people desire love and care. It's a human, fundamental thing that we all human beings have. I mean, we even know if the primates and research just having the mother caressing a baby is a huge thing, right? It creates this emotional attachment now creating love as a company to company. That's tough. I know companies can do it that's hard and lastly, safety. And there's a strong drive for just purely feeling like they're safe and that there in your hands. And so there's a whole, whole all sorts of stuff in the book. You can read about these these nine, but high level. Your job is to say to yourself, Okay, these are the nine desires that are possible. Which one's kind of fit with my client as I know them? What are they looking for? What are they? What are they hoping to feel as it relates to my business? And then from there you go on
So this is actually one one legitimate thing that we can take out of. The Covid thing is we can blame it on the covid that three out of four have cheated on us. That's right. That's right. Nothing you could have done about it. Frankly, there's just nothing you could have done about it. But we can win them back. We can. So let's talk about that. How How can we, with some strategies, to help us shake up the way that we would approach it normally? That's right. So, you know, in many cases you would go, you know what? Like Well, once everything calms down, they'll come back like, you know, we always say this Well, you know, right now, it's not the right time, but they're going to find their way back. And I'm telling you, that's not true. Normally, I would tell you that, but when you see this level of change, when you see 80% of people are saying you know what, I kind of like this new brand. I like this new company. I like this new thing that I got and they intend to purchase again. You cannot rely on their instincts to kind of try you out again. You have to be active. You can't just wait. Or those people. Lot of people will never, never come back. So let's first off say you should, even if you don't realize it out there. You've lost customers. You may not even know the customers you've lost that you've lost customers, see a better be proactive and going to find how the how to bring those customers back in. And it comes down to motivational psychology and desires. There it is time back into that book. That book called Marketing the Mind States. I don't have it right here, and I'm at my home office. Oh, my gosh. Come on now. I got mine. I always got my little copy their marketing to mine. I only have seven copies, but don't. Come on. Come on. So? So we can't you know, when my dog would run away and and dad would say, Don't worry. Don't worry. Little little pixie will come back home. You're saying pixie has new treats? A new master given good food. Pixie doesn't remember you that much. You gotta You gotta know, man. You gotta get proactive. You've got to realize that some of your customers right now are trying out your competitor. Just the numbers are telling you that. So motivational psychology does a lot of work around bringing people back and bringing either lost customers back or bringing your current customers to a state of never wanting to leave you. That's a ton of motivational psychology, and there's certain rules of thumb that you can use right now to start planning on how to bring those customers back. And even, you know, I don't like to use the word loyalty. You know how I feel about loyalty, right? The numbers show you there's not a ton of it out there. But if you have a shot, you better start thinking about motivational psychology to keep your customers engaged with you and not cheating on you.
so of will, you know, as business people, as entrepreneurs, we carry around this little thing in the back of our head about the clients that we made mistakes on, that we pissed off that we dropped the ball and that they left. They had to take, pick up their bags and go somewhere else. And that's just, you know, that's something that you're going to risk when you start a business. And it's a normal part of business, even though you don't intend it. But But you have a great topic today to talk about the things that we can kind of pay attention to to maybe win back some of those clients who were actually a good fit. And you've upped your game. Yeah. How do we do that? What do we do? Yeah, you know, I love that point because I am a very different business today than I was when I first started. You're trying to figure out what you stand for your processes. And even though you have great relationships with clients, sometimes, you know, they kind of cheat on you, right? They I've heard this. I'm sure none of ours have. Um but yeah, they kind of cheat on you. And to be honest with you guys, last year was a cheap fest. So, um, across the board. So, Mackenzie, what do you mean to tell you? Nobody. These have to be anonymous, right? Because nobody would admit that they cheated on one of their favorite customers. Right. But here's the fact McKenzie came out, and they've been doing a great job. It really understanding business through covid. So if you ever want to go out and learn, like, just go to Mackenzie's website, you know the consulting company and they did a study and they released a study results in end of November, and it was really telling from a behavioral science perspective, it says that a full three out of four customers three out of four people really his way to think about it. Three out of four people have tried either a new brand, a new store or a new kind of channel, whether it's like home delivery or pickup curb. So and the other thing, they said, is 80% of those people that tried kind of a new new new partner. If you will say that they're going to stay. Now, I know that those numbers probably aren't totally accurate. People over inflate some of the behaviors. I will tell you this that from a behavioral perspective, those numbers are staggering because we as people we hate, change their habitual. We you know, we we go to the same brands even though we act like, you know, I use the same exact serial every week. You really don't. You have a group of cereal brands. You have a group of agencies. You have a group of people that help you solve your business problems. And, um, that's the reality. But fact of matter is, when you see three out of four people have switched, those numbers are staggering. It was no fault of your own. It was covid it was. Maybe your brand wasn't available. Maybe, you know, you couldn't pick up the phone because you had kids in your home and you're trying to do education and all these things that happened that one day when your client may have needed you, either you couldn't deliver or you didn't deliver, and then they or they may have just heard about something new, right? They may have heard and they tried something new because every other company was trying to gain your customers. And so we have a lot of people out there. They have lost customers, and they may not even know it. They just think that I haven't heard from this in a while. They actually maybe using your competitor right now, and Mackenzie would suggest that they have.
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