Group 4 Created with Sketch.
Your changes have been saved
Episode 71 of 137

[Special Episode] The Mindstate Marketing Hour #13 with Will Leach - The ROI Online Podcast Ep. 71

Share
station description Steve Brown believes you, the entrepreneur, are the invisible hero of today’s econo... read more
The ROI Online Podcast
12 Listens
Duration: 47:48
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
Snippets are a new way to share audio!
You can clip a small part of any file to share, add to playlist, and transcribe automatically. Just click the to create your snippet!
Snippets: Clips of [Special Episode] The Mindstate Marketing Hour #13 with Will Leach - The ROI Online Podcast Ep. 71 that people like
Playlists that [Special Episode] The Mindstate Marketing Hour #13 with Will Leach - The ROI Online Podcast Ep. 71 appears on.
Up Next
Full Description
Back to Top
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)
Snippet Transcripts
So, um, in the emotional side, now we want to talk about we want to have a conversation. About what? Photos. Support the emotional confirmation part. Yep. And so, you know, you and I have talked a lot about this. Is this you know, and I want everybody to know that we stand for emotional marketing, human marketing. Um And so this is where you should be leaning in almost always on almost any any business out there, you know, unless, yeah, there's just very few businesses unless you're a government contract or so like that, that that really, you need to work in the emotional space like I've done work with surgeons. I've done work all over the globe with people that are very high professional jobs, and they are still making emotional decisions. So lean in if you're going to ask somebody to make an emotional decision, think about leaning people to use more system. One emotional thinking when they're looking at your your your your your pictures, your your photography. And so I have a couple of tips that get you to a much better, faster emotional place, and they're actually gonna seem very, um, intuitive to most of you, so I'm curious what they are. That's right. So the first one is and I've had this fight for a while in almost all occasions. Try to show people's faces, um, in your stock imagery. So I went to a very huge, huge company one time and battle the vice president. This company is the one of the top five company in the world in terms of revenues. And, um, they said that you should never their their their perspective was, Never show people in your stock photography because people can't see themselves like, Let's say, Let's say, if you had, um, somebody who was a Hispanic, well, there's a group of your of your population that won't identify with that, uh, nationality or ethnicity. So therefore, let's not show anybody, and I am telling you, and I told them the same thing I categorically can tell you that is absolutely wrong from a neurological perspective, people's faces matter and almost everything you do. Why faces almost always in the 1st 1/20 of a second drive? Visual attention and interest. So when I first, when you first look at anything, you're before even consciousness happened, Steve the human eye is looking to figure out what this thing is. And within 1 20 of a second, the eye is through biology. Um, well, actually find faces because as we've been growing up and I think yesterday you made this good point, you know, kind of back when we were hunting and gathering and things like that in the woods faces. Let me know whether or not you were in my tribe or not in my tribe. Were you a tiger or were you? You know, human faces and almost all studies. Human eye goes immediately to a face. So why would that be important? Well, I want attention on my ad. So first and foremost, it drives visual attention and interest, because when you see images of facial expressions, it almost always drives an immediate reaction to, um to interest as well. I may not be interested, but at least tries to figure out what is this thing which drives this idea of interest
So Tip number two. That's right. So we're still in the analytical thinking. So the rational thing. But another way, Let's say you're like, Will I sell ice cream? I'm not doing anything with a brain. Right? Got it. So that would be a bad. I don't think I'd sell ice cream analytically, by the way. Irrational. I think I'd go all emotion on that. But let's say if you're a B two c consultant or B two b consultant, right? Well, actually showing pictures and photos of business situations, think of it as you know, briefcase, address shoes, business suits, ties, things like that that actually triggers a very similar response. But around competition, so these images signal competition. And when you are more competitive in nature, you look for rash. You tend to look for more rational reasons to validate why, um, winning and success is important. So that's another kind of a small trick that you could use to if you want people to really be detailed, focused and think about and think about the rational reasons, or at least confirmation all reasons why they should choose you dropping in business photos, things that are associated with business drives competition. Competition creates that association with you are going to help them succeed and therefore they look for more likely for rational reasons why they can count on you.
But what in the world is F R M I functional resident? Um oh, gosh functional. I can't believe it. I remember our image. Residents, functional residents imagery. What's the N stand for? I can't believe it. I haven't seen. I haven't done that for Mary. So long. Mental Before I go, you look that up for me. I can't believe functional resident, anyway, resolution. I think it is before we get there. It's important for us to think about two types of conversion. So there are two types of conversions, and that's why you're really using stock found photographer, any kind of marketing. You want to convert something right? And there are two types of conversion. One conversion is called more rational, and those are people who, um, kind of in that moment need. I think you've even talked a lot about it. They need to feel as if they are confirming an emotional desire, and so those people in those moments need rational confirmation. And then there's another group of people more emotional or decisions that are more emotional. In that case, they more they need more emotional. And so what? I used to want to talk about this because you and I actually focused on the emotions. But the fact that there is sometimes in some categories, for some decisions, you need to be leaning more more rational. Um, I think the majority are much more around emotional confirmation. I'm sorry, emotional decision making, but frankly rational. It makes sense in some periods, or sometimes sometimes in B two b marketing, when somebody has a very specific budget or set of requirements like a government contract. Frankly, those people you may need to lean heavier on rational or right now, let's say, if you are, you know you're in one of the states are locked down and you want to lock or maybe having high covid covid rates. But, you know, you're thinking yourself, Do I want to go to the restaurant? Not, you know, it's not locked down yet. You want to take the wipe out to a restaurant, but you know, you're not sure what you mean more rational, you're gonna be Yeah, I wanna get the restaurant that's emotional, But, hey, is the restaurant safe? So sometimes we gotta be rational. And so in certain circumstances, something, there's some stock photography. Actually, Steve, that will make you become more rational. And you're thinking, um and so the first one was that brain image. Did you look up FRM I Yeah. So we have functional magnetic MRI. Yes, that's why I was getting it wrong. Sorry. Functional magnetic resolution image and got it. Okay, so basically what that is is that is the brain photos that you guys are used to say but the real brain photos of seeing like, kind of inside your skull. So have you ever seen these things When you're when you're getting a CAT scan, right, that's we're talking about. So it's funny, But those images actually trigger analytical thinking. It's been scientifically proven when people see and like, that image of a brain, something deep down psychologically triggers that there's science behind this, and therefore, since there's science behind this, then you will become more rational, and so that would be really important. If you're trying to convey very complex information, you want something to be analytical in mind. And so let's see if you're competing on a technical innovation that you are superior versus your competitors. I know it sounds funny, but a small thing like an image of a brain can make somebody become more analytical thinking, and they will find the details that you put in there more important to them. If you can't really compete on emotion, you want to compete on rational kind of scientific evidence.
Yeah. So what you're telling us is that the seemingly insignificant choices can have a big impact, and we make decisions based on emotions and justify later with logical thoughts or justifications. But little do we know that these photos, this atmosphere that you're creating on this asset, this would be a digital or hard copy can really impact that decision process. No, that's very, very true. And and and a little bit on the science behind. I'm gonna run a little experiment on your here, Steve. Just so you get a feel for why there is some thoughtfulness that you should be thinking that you should be thinking about. So, um, so I'm gonna talk a little bit about semantic networks. And so it's a concept that's just about, you know, associations that are in your head. So when I say the word apple like, let's think about Apple, the company, What words kind of come to mind? Well, Mac iPhone, um, apps. How about what do they What do they stand for in your mind? Well, they stand for a particular lifestyle brand. You identify being taken a text astute by utilizing these things. It's interesting that that even older people can feel modern by utilizing the apple products. So I like that. So you've brought in the things like the functional things that they sell. You brought in technology you brought in, uh, image you brought in innovation. So those things are these nodes that are in your head. You have these associations with the brand apple and we all have associations with everything out there. I mean, everything. What the mind does over the course of many, many, many decades is whenever you experience something and it kind of figures out how things into relate. So when I say the word apple, a lot of people will say, Well, Steve, jobs, iPhone, innovation, design like these terms come up again and again and again, and that forms an association. So when somebody says apple, these feelings, these desires come up and why that's important is because those desires those those feelings. Those associations are also important for you to know because you are trying to create associations with your brand as well. So I got another another thing I'm gonna I'm gonna I'm gonna ask you, I'm gonna see how this kind of plays out. I'm gonna I'm going to list out four or five words, and all I want you to do is after I say those four or five words, tell me what comes into your head. Okay. Okay. So, Roy G biv color, son. Rain sky an artist. I didn't work as much as I thought it was. Remember, you're working with a very This is a low level aptitude person. Okay, let me think. I'm gonna try another. Try another set of words. I'm gonna try Roy G biv again. Roy G bib. I don't know this guy and color. Mhm. Roy G bib reid. Uh, connection sky, sky and color. Um, there's no right or wrong answer. Museum. It was what I'm trying to get to, uh, well, I'm gonna I'm gonna hope somebody out there got rainbow popped up in their head. Remember the old Roy G bib? Remember that from grade from grade school. That's how you knew the what are the colors? The main colours. Roy G biv nose to the colours of the rainbow. Right. That's why I threw that in there. Okay, well, the idea there is that there are associations with sky color sun clouds Roy G. Bib. And then if these things come together, in your mind comes Rainbow. Same idea that I want you to start thinking about stock photography is that there are associations in your stock photography that if you're thinking about what do I want to stand for rather than looking for a subjective, I want to have a pretty girl in an office, right? Very subjective. Think about the associations that you want to create. Um, and just so happens, I know the nine associations that I think you should be creating because they're in my book marketing to mind states they're they're the nine motivations. If all of our behaviors are driven, are there fueled by motivations that those motivations, I believe, are really critical to identify the one motivation that you want to be associated with and then design or find stock photography that is associate with that motivation so that when they see that stock photography, they feel that desire and if they feel that desire and associate you with that desire that helps build your brand, and it creates you a brand that is associated with their internal desires,
with your brand. Yeah. So what you're telling us is that the seemingly insignificant choices can have a big impact, and we make decisions based on emotions and justify later with logical thoughts or justifications. But little do we know that these photos, this atmosphere that you're creating on this asset, this would be a digital or hard copy can really impact that decision process. No, that's very, very true. And and and a little bit on the science behind. I'm going to run a little experiment on your here, Steve. Just so you get a feel for why there is some thoughtfulness, um, that you should be thinking that you should be thinking about. So, um, so I'm gonna talk a little bit about semantic networks. And so it's a concept that's just about, you know, associations that are in your head. So when I say the word apple like, let's think about Apple, the company What words kind of come to mind? Well, Mac iPhone, um, apps about what do they What do they stand for in your mind? Well, they stand for a particular lifestyle brand. You identify being taken a text astute by utilizing these things It's interesting that that even older people can feel modern by utilizing the apple products. So I like that. So you've brought in the things like the functional things that they sell. You brought in technology you brought in, uh, image you brought in innovation. So those things are these nodes that are in your head. You have these associations with the brand apple and we all have associations with everything out there. I mean, everything. What the mind does over the course of many, many, many decades is whenever you experience something and it kind of figures out how things into relate. So when I say the word apple, a lot of people will say, Well, Steve, jobs, iPhone, innovation, design like these terms come up again and again and again, and that forms an association. So when somebody says apple, these feelings, these desires come up and why that's important is because those desires those those feelings. Those associations are also important for you to know because you are trying to create associations with your brand as well. So I got another another thing I'm gonna I'm gonna I'm gonna ask you, I'm gonna see how this kind of plays out. I'm gonna I'm going to list out four or five words, and all I want you to do is after I say those four or five words, tell me what comes into your head. Okay. Okay. So, Roy G biv color, son. Rain sky an artist. I didn't work as much as I thought it was. Remember, you're working with a very This is a low level aptitude person. Okay, let me think. I'm gonna try another. Try another set of words. I'm gonna try Roy G biv again. Roy G bib. I don't know this guy and color. Mhm. Roy T. Babe Reid. Uh, connection Sky, sky and color. Um, there's no right or wrong answer. Museum was what I'm trying to get to do. Uh, well, I'm gonna I'm gonna hope somebody out there got rainbow popped up in their head. Remember the old Roy G. Biv remember that from grade from grade school? That's how you knew the what are the colors? The main colours. Roy G. Biv knows that the colors of the rainbow, right? That's why I threw that in there. Okay, well, the idea there is that there are associations with sky color sun clouds Roy G bib. And then if these things come together, in your mind comes Rainbow Same idea that I want you to start thinking about stock photography is that there are associations in your stock photography that if you're thinking about what do I want to stand for rather than looking for a subjective, I want to have a pretty girl in an office, right? Very subjective. Think about the associations that you want to create. Um, and just so happens, I know the nine associations that I think you should be creating because they're in my book marketing to mind states they're they're the nine motivations. If all of our behaviors are driven, are there fueled by motivations that those motivations, I believe, are really critical to identify the one motivation that you want to be associated with and then design or find stock photography that is associate with that motivation so that when they see that stock photography, they feel that desire and if they feel that desire and associate you with that desire that helps build your brand, and it creates you a brand that is associated with their internal desires,
Up Next
Add to playlist
New playlist

Embed

COPY
Embed Options
Create Playlist
Select the Station you want to upload this audio to
Station
0 / 140
0 / 2000
Playlist Icon Image:
(.jpg, .png, min size 500x500px)
Privacy
Subscribers
Your
voice
matters.
Discover & Listen to the world’s largest free collection of audio
Password reset

Enter your email address that you used to register. We'll send you an email with your username and a link to reset your password.



If you still need help, contact Vurbl Support
Password reset sent

You have been sent instructions on resetting you password to the email associated with your account. Please check your email and signing in again.


Back to Sign In
If you still need help, contact Vurbl Support
Your
voice
matters.
Discover & Listen to the world’s largest free collection of audio
Reset password

Please enter your new password below.



If you still need help, contact Vurbl Support
Your voice matters.
Discover & Listen to the world’s largest free collection of audio
Verify Email

Enter your email address that you used to register. We'll send you an email with a link to verify your email.



Cancel
Delete Profile
Are you sure? We will miss you :'(
Delete
Delete Audio
Are you sure?
Delete
Delete Playlist
Are you sure you want to delete this playlist?
Delete
Notifications
You must be signed in to view
your notifications. Please sign in
Edit Snippet
0 / 140
0 / 140

Tag Station

Type station name to add additional tags
*Station owners will be notified when you tag them
Open this link in the Vurbl Mobile App for the full Vurbl experience.
Open in Vurbl mobile app
Continue to Vurbl website