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)
saved. So to help them show that forethought attention and significant time was used in their gift to others. As a guy, I'm like, feeling really insecure about this one. Yeah. You know, the best way to express love or care is not through the extensiveness of your gift. It is one way it's the easiest way guys oftentimes figure out, you know, they go buy something really pretty or something expensive to show that they care. What really the biology or maybe the psychology of care, nurturance would tell you is actually try to figure out something that has four thought behind it, that it also has attention, like you spent particular attention on it and that there is significant time in making of it. So I go back to at least what I did, which was the most significant nurturance thing I probably have done was by uh, my engagement ring for my wife. So I couldn't afford the best guy. I mean, I mean young, right? And it didn't have a lot to spend. But what I did do is I first started I started thinking about how to design her ring. So I didn't just go out to a sales and look for rings that I thought were pretty. I helped, I designed it myself. Now I'm not I'm not a jewel or whatever. I just said, hey, you know what I know that her favorite stone and my birthstone is sapphires. And so I thought how cool would it be is in my head? I said if I got the diamond, the single diamond that I could afford and then put two small sapphires on the side and it's almost like I'm I'm a part of this bond. So definite for thought I put into it the attention when going to the jeweler and trying to figure out the diamond I can afford the sapphires I could afford. And asking all the questions so I could speak intelligently. And when my wife asked me, I want to be able to say, well I got this type of, you know, my clarity is this, but I went down and clarity because I needed this to be on size, all that kind of stuff that guys freak out when they're buying their first engagement ring or they're endangering and then significant time. Like it wasn't that I just went to zales or two, you know, the mall to buy ring. I went to a couple of places I took my time, had it, had it made for me and those little things my wife still talks about as being, you know, she doesn't talk about her ring is being look how big this ring is. She talks to her friends about that well designed this ring and there's so much more, you know, uh, kind of compassion that's shown in doing that. And I think that's why um, you know, when you put four thought and attention and significance, you're actually showing um that that there's this thoughtfulness behind it and that there's something forever. And I think that comes out with the diamonds are forever. It's not just for rings, but the whole campaign for diamonds are forever. This whole idea. I think there's something magical in that that diamonds, if you buy your diamond ring, there's forethought, there's attention to it, There's significance to it and it becomes an heirloom, like, like rings and jewelry becomes an heirloom. I don't know if it becomes an airline because it's the biggest diamond ever. I think the heirloom comes from, my grandfather had this wristwatch in the war and he kept it and that's significant to me. And so I think there's something to this idea of forethought attention, significant time that can make something, uh, stand out in terms of a gift and turns into something that this is something that is caring for you.
All right. So then finding ways to encourage physical contact with others. That's a big deal. Especially now after we've been Yeah, sequestered. Yeah, it is. So, remember we talked about oxytocin and oxytocin really is amplified when there's physical touch, person, a person touch. So anyway, you can if you have an experience and right now you're right. So let's talk about, you know, kind of pre covid and maybe how you adjust. But pre covid anytime you have a chance to get people to touch in some way it increases oxytocin and that increases this euphoria that you have and then ultimately care and love. It comes out of that. So physical touch matters a lot in expressing care. I mean that's why people, you know, when they're when they're young, they hold hands on their first date. Like that's why I feel so good. That's why you feel like you're in love physical touch whenever possible. Now, we're also in a point now where physical touch is a little bit harder to do. So what I have instructed, a lot of my clients is even doing things in your marketing, showing where people are physically touching, can influence people's association that you provide nurturance. So imagine that you're doing the gift. Like, let's say if you're going to go back to the jelly example, right? So let's say you're selling candles or jelly, you can take a photograph right of your jar jelly. And that is not going to have nearly the impact that you would have if you are actually showing somebody handing the jelly to somebody else and that's not going to have nearly the impact if you were to show that somebody was handing the jelly and then their other hand was on their shoulder. Or there was a hug involved or something like that physical contact, even if it's shown through a communication, can still elevate emotional arousal and oxytocin. So you don't have to just touch though. It's the best way to do it. You can show other people touching and actually can increase oxytocin being produced in your brain. So find ways you can get people to touch if you can't show them and the best thing you can do. And I don't know if you if you have a product that can do this but showing touch on the human face on the human face, that's the most vulnerable place that people you have to be very trustworthy to have somebody touch your face. So we know through neuroscience research that when you show, especially for baby care and things like that, when the mother touches the baby's face increases emotional arousal and Euro activity. Because everybody associates that with love and care. If you can show somebody touching another person's face, it's the most vulnerable you position you can be in if you're having your face touched and that shows so much trust. So any time you can do touching of hands. But, boy, you could really signal a touching of a face. You will be associated immediately with trust and care.
All right. So the psychological needs to know that we matter to others. What are some examples that we can do that? It seems like it be obvious. But sometimes market like me need a little little nurturing here. That's right. You know, So I asked in times when I teach this over to my students, I tried to encapsulate this idea around throwing a birthday party for like your daughter and I think, you know, we've either been to a great birthday party or you know, maybe we even had a birthday party, a great birthday party in our past. And so I try to provide my students like, okay, if you are going to provide and set up a birthday party for somebody that you loved, then you would do certain things to really communicate that you care for your daughter. And so I'd like to wrap it up like that, the first thing you would do. And let's say if if you know you are the venue and uh, you know, and so mom comes in or dad comes in and says, hey, I want to run out this venue, whether it's a chuck e cheese or a restaurant or you know, all these birthday party places that you go to. Um the first thing you would do is think about how can you help them celebrate their love and appreciation for their child? Like think through that and it's actually very, very simple things you know you can do um just helping somebody feel special. One of the first things you can do, I think about the birthday party, when you, when you enter into your daughter is entering into the thing, happy birthday Katie, like, like that right there and especially when it makes you feel special because her name is in bright light, especially if you're a little girl or a little boy. Right? So seeing your name in bright lights makes you feel like this is your time. Your this is your moment small little things. Um you know, I was thinking about another example was over in the farmer's market when you know, let's say if you're, if you're selling jams or candles right? One way you can help somebody. You know, basically celebrate is just putting a little tag on there and saying to and from how simple is that? Because what you've done now is you made this thing look as if it was a gift that the person who bought it either made or they certainly took special interest in doing it. So just having a tag on there, nice, you know, tag that you could write in who this gets for and who it's from and then maybe something nice to say about them. Small little things you can help your customers celebrate the love or the care of the appreciation they have for others. Yeah.
So if we're in this biological, if we have this instinct to take care of others, especially if they're younger or smaller, what do we need to consider? Big will? Yeah. You know, this is one of those deals where if you're wondering whether or not motivational psychology matters or whatever, um, I want you to think about just as a biologist and the biology tells us that oxytocin is increased when you feel that you're being nurtured in some way or that when when you're providing care for somebody and why oxytocin makes sense or why that matters is because when you are creating this in your brain, you have greater immunity. So your immunity goes up, you actually lower depression, you lower stress, you increase endorphins, which makes you feel happier. It's a biological fact that this happens when you are feeling that you're providing this care or that somebody is caring for you. So it's our instincts actually, I think, you know, we were designed to provide care and to want to feel care. There's even, you know, there's a lot of reasons why you'll see, and even in the animal world where species from one group will actually adopt another species if like a small little baby, you know, like maybe a baby animal has, you know, left the nest if you will, there's all sorts of different examples of when another species will adopt the smaller baby species. Why is that? It is inherent in who we are as people, as humans, as creatures. It's just instinctual. Um, you know, we talk a lot about reciprocity in the book and I think sometimes we think reciprocity, you know, reciprocity for you guys who don't know it's this desire, if somebody gives us something that we are reciprocal in nature and we tend to think about this as some sort of a kind of a cool psychological fact. I'm not so sure if that's just not a biological fact. Reciprocity is biological in nature. The reason why we give is so we can receive, it's why I pet louis the second who comes up here all the time. I can't believe is not here yet. I bet Louie the second hoping that he will reciprocate by me yelling or jumping on my lap and showing me a little bit of affection. And so I think it's in who we are. It's not just a cure Ristic. I think it's biological nature. And if you know that your customers biologically benefit from you, helping them to provide a gift or for you, making yourself so great that they feel nurtured. I am telling you you're in a great, great space.