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Episode 56 of 132

[Special Episode] The Mindstate Marketing Hour #8 with Will Leach - The ROI Online Podcast Ep. 56

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The ROI Online Podcast
Duration: 45:50
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 video Mindstate Group free resources: in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here! 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 $20 Amazon gift card and to help support our show!Support the show ($stevemfbrown)
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um, you know, I think about that there's PVC suppliers all over the world, right? And so they're all competing and the default excuse for not doing marketing well or not being a good salesperson in that industry is to think that we're all the same. And so come down to pricing. But if you back up and go, what's unique about this company I work for? Why did they even start this company? Why did they even pick the boring industry less? Why? It may not be boring, but we're just that's where our mind goes first. So I kind of write content. This is boring. But why did that company even start there? Yeah, There's a really emotional reason there's things that that company stands for. There are reasons that their customers have stuck with them for years when they can get PVC anywhere, Why what's going on there? That's the piece that's connecting with their clients and potential clients. Something in that organization is unique and it's emotional and there's there's something they stand for why they do what they do. Yeah, I think there's a book. Um, I probably there's, I think there's a book that talks about, I think it's called the Seven Stories Every salesperson should know. But one of the founders story right Under story. If you understood those seven stories as writing copy, you have not just seven stories. You have seven areas of opportunities to come up with lots of new content. But one of them is the founder story. Like you said at some point that company was brought on by a person, guy or girl who gave everything up for their dream. They did. And there's something powerful in that moment, right? Uh, and just understanding that there is no such thing as a non emotional company. So I worked with a pharmaceutical companies every so often and they will, we'll do research with surgeons or doctors. And it's the classic doctors just want the facts. They just want the facts. They don't like any this marketing stuff. And I'm telling you steve that is not true. We're all human beings first, we're not demographics, we are human beings. And at first yeah, it feels kind of weird when we when we talked to an emotional way. But all of a sudden I am telling you when you do this research you can connect at a different level because they want to see what's best for their patients as well. And it's not just the facts about my my drug, it is this drug is going to help my patient get back to a life where they can enjoy their life and catholic doctors want at some point they took the Hippocratic oath, Is that the right word, right? They took that oath back when they decide to go to med school or whatever. And they said they want to help people. And we tend to look at doctors and surgeons as these analytical robots and all they want is the facts. And yeah, they they say that at some point in time they chose this industry for a reason. And when you talk in that way the world opens up because few people talk to doctors that way they think they're robots, they think they're mechanical. That all they want is the facts. And at least for my client, we've seen really neat results of really talking about why it is that they became a doctor in the first place and then linking our brand to that moment to the to that that emotion that they felt very different type of marketing but very successful type of marketing.
Okay. How do I relate? But it's obvious it's just human go into a similar experience and but pay attention to your emotions and what you're thinking or what you're feeling or what you are expecting. That's why marketing is broken on the whole because people are trying to please the robots and they're not even really putting themselves in the position of the humans that they're wanting to serve. Yeah. I just read this article that talked a lot about how the many creative, you know, directors or people and agencies, they start off now thinking what's my channel? What channel does this have to live in? Oh, it's instagram or it's going to be linked in or it's going to be a 32nd spot. If you're starting with the channel, you've removed the human totally out of it. But that's that's that's what's happening. Creative briefs are being focused on. We need to have this this piece of creative needs to stretch across multiple channels to save time, save money. And so when you start off with thinking about the robotics of marketing, right, am I going to capture this person on some sort of a device? You are losing all humanity. And guys like you talk about your books, right? We are human beings. First we have to get emotional and you have to strip that out. That's the last that's one of the last places you should be. But now we're being forced to think channel first. It's just because of this. You need a business which like I wrote yesterday I think is hurting creative a lot. But it is a fact. We can't hide from it. We can't just say we need to have an extra 33 days or 333 weeks. But we can adjust for it. And one way to adjust for it is did not start with the channel. Don't start with the device and where this thing has to live. That should be one of the last things you do. Yeah. So don't start with the technology. Don't get tripped up in the technology. You need to start with the brain. If you can just remember that whoever you're designing this for has a brain And they're still the same just like they were 100 years ago and will be 100. Technology is always going to change. But if you're designing for things that will remain useful, their timeless, then you've got a big um impactful advantage.
Yeah. So you're talking about, you know, the, you know, there are demographics and attitudes, but as a creative person wanting to go, okay, I need if somehow designed something that really connects with them, I don't know, I don't know what to use, but when you go and your discerning where they are in their state of mind, immediately, I've been in that state of mind, I can now start to relate with them and start to actually write copy, create an image that would appeal to me in that state of mind. That's right. So, I just wrote an article about this yesterday and one of the kind of best practices I was I'm writing about is if you're a creative director and for it, do you really feel it to have that empathy? That's one thing to happen on a sheet of paper, and you look at some kind of a and I'm not saying that's horrible um to have it on a sheet of paper, all this information, what's better is to go into context if you can. So the best thing that could have happened, and let's go back to the example of breakfast, right? You're creative director and you're going to be doing some ads for a breakfast cereal, go to the kitchen, go to your kitchen and then think about these factors, go and have Brexit, Brexit of your family, and then go right into the creative process. Because when you were in context and when you're reading this stuff, it'll make it feel much more natural, much more real. Like you said, when it feels natural real to you, your best creative is going to come out because you're not writing for somebody else, You're writing for yourself at that point. So get into context is a great when you can is a really good thing to do it, if nothing else. Right? And do that in the creative um ideation process, right? Because that those being in context, being in that environment will bring new ideas all around. I think we lose that because we're so interested in just getting it done. We have an hour to do this creative. But if you would spend 10 minutes of that hour in context, in your in your kitchen, in your office, if it had to be, that could save you 30 minutes of just blank staring at a screen going, I can't come up with any ideas being in context, being in the moment matters.
So walk us through a couple of those So empathy versus or personas versus demographics and and that minds that walk us through how we can start to maneuver to take advantage of this opportunity to have a competitive slam on our messaging. Yeah, so I I think of it like this, I think of it as a triangle almost or a pyramid or whatever you want to do. But there's three points. And if you really want to develop great impactful, emotional marketing creator, there are basically three points you want to take into consideration. The first one is kind of what we just said. It is the person. And let's just think demographics because I'm not saying you can't like you must know the demographics of the people you're targeting because frankly you need to go by Time space based upon demographics. So I totally get it. So that's the first thing we've been doing that forever. Right? So understanding the demographics of your target as well as the behaviors. I would even suggest that saying things like, well this person watches Netflix five times a week. That's important information. It doesn't tell me who I am as a person, but it gives me important things to consider. That is .1. And you must take that in consideration what we're now understanding to behavioral sciences. There's these other two points and we talked about in the book that are in fact much more important as it relates to the actual development of creative. The second point is context our environment. Right? So I'm in my home office right now and the way I behave in my home office is very different than the way I would behave at a uh B. W. S, right? A buffalo wild wings or whatever. Right. So context and context is going to be made up of a couple of other Ws. Right? What like what's happening in this moment? Um when is this moment happening? Is in the morning? Is it in the afternoon? Is it late at night? Those things matter? And then lastly where I am, so I'm in an office space right now. So think about it for breakfast, right? If you are going to be doing some kind of creative for breakfast, it's really important for, you know, where does breakfast happen? Well, it happens in the kitchen? What's happening? Well, my wife is pulling out all the stuff, she's asking my son about what kind of role does he want? Um He has three different options. She pulls out the bowl, like understanding that she is really, even though he's the decision maker, she is implemented right? She said stuff up. And then what, when is that happening? It's morning. So putting those factors together, understanding the context that she's in the kitchen, two people are in that moment. She's kind of the facilitator, he's the decision maker. Those things matter um to your future creative, because frankly, you're going to want to kind of bring those moments into your creative because people identify with that moment, right? So context, and then the last thing is mind states, that's the third part of the pyramid. But that's the why? So why is cereal being chosen in this moment? It's a function of demographics, context. That psychology these mindsets are happening in the moment. And with the mind state we understand her goals. What motivates my wife to get the cereal versus making eggs or whatever, leaving Nicholas on his own frankly to do whatever he wants to do, and then understanding how she approaches it. So it's it's kind of the amalgamation of those three factors that build true consumer empathy and that empathy. Um you know, as relates to time, right? See this when you have that empathy, when you feel what she feels when you're in that moment with her. If you study context, you now can draft creative, you can create creative, you can I. D. Eight on new ideas much faster because you're doing it for yourself. At that point you have that stronger empathy, the more you do that kind of work. To understand those three factors, the greater the empathy faster your creative and in fact, I'd say the better the creative.
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