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Keeping Your Motivation in Marketing | Will Leach

From Audio: [Special Episode] The Mindstate Marketing Hour #22 with Will Leach - The ROI Online Podcast Ep. 98

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The ROI Online Podcast
Duration: 02:27
Will Leach talks about motivation and how it affects your marketing decisions.
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Will Leach talks about motivation and how it affects your marketing decisions.
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Yeah. You know, I think a lot of it is Steve, is this. I don't remember in school me ever talking about friction or barriers what you learn as you learn about marketing and how to get people to do stuff. So it's almost like that motivation side of what we talked about so much, you and I, about how do you increase motivation for your business and increase people's desire to buy and all that kind of stuff? And it was actually, um, the reason why this team came up because I don't traditionally think about fraction either because I'm in the motivational psychology. I focus on trying to create hot states. Right. That's what the book is all about is creating a hot state with your customers so that they will buy or they'll engage with you. And I'm doing some work right now with the company. And it was through this exploration that I started thinking a lot more about the kind of counterpoint of motivation and and marketing, and the point of marketing is to get people to buy and get them excited about you. But then the counterpoint and that is so once they get excited about you. How do you make their life easy so that they will keep that motivation going? And there's this analogy of a slide. There's a There's a guy by the name of Roger Julie, who wrote a book called Friction. We'll talk about that a little bit, but he talks about a slide, and when you're the top of the slide, you have this momentum right? You have the motivation to buy. But then what he says is, if you just get out of the way, you'll slide right down. And the shopper, your customer, will get exactly what they need. But what we tend to do is businesses is we put in all these stupid um, you know, I guess the stupid taxes or just friction, things that we think are really important to us, and we're getting in the way. And so it's such a neat experience of of learning more about friction. And so I figured I'd share with you some of the things I learned from his book and some things that I know from cognitive psychology. Yes, friction, those little stupid taxes, and they weren't apparent to me. But then, when you're talking about and you go, Oh, my gosh, why didn't I? It's obvious. It's not like this hard concept that we have to really struggle to accept. Uh, no, it's just it's just I don't think we think about it. I think we're business people who think about marketing and motivation and getting more sales, getting more sales. We don't realize that the fastest and the easiest thing you can do to get sales is get out of yourself and make things easier for your customers. Um, and it's hard for me to think that way, right? Because I I live in a world of behavioral psychology, but these are simple things to do. You can do immediately right now, and you could probably increase your sales almost all
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