Your nonconscious mind will filter out more than 99 percent of marketing you “see” today. Traditional marketing simply doesn’t work in today’s complex world. To reach today’s customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors-a process called Mindstate Marketing.
In Marketing to Mindstates, Will Leach, founder of The Mindstate Group, a leading behavior research and marketing consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you specifically how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement.
With this book, researchers and marketers will finally have a practical guide to designing marketing creative that compels people to listen, care, and act.
Here are some key lessons from Marketing to Mindstates by Will Leach:
The Power of Nonconscious Filters: Most marketing messages are ignored because the nonconscious mind filters out over 99% of the stimuli it encounters. Understanding these filters is essential to creating effective marketing strategies.
Mindstate Marketing Defined: A “mindstate” is a temporary emotional, cognitive, or situational state of influence that can be leveraged to guide purchasing behavior. Identifying and targeting these mindstates is key to connecting with customers.
Behavioral Science is a Game-Changer: Applying principles of behavioral psychology and behavioral economics enables marketers to craft messages that resonate deeply with customers and drive action.
Emotion Drives Decision-Making: People make decisions emotionally first and rationally second. Marketing messages should focus on creating emotional engagement to inspire action.
The Mindstate Behavioral Model: This model helps marketers design behaviorally optimized messaging by identifying specific emotional and psychological triggers that align with customer needs.
Align Marketing with Customer Goals: Understand what customers want to achieve in a specific mindstate and position your product or service as the solution that helps them reach their goals.
Design for Real Emotional Engagement: Generic messaging won’t work. Effective marketing is personalized, contextually relevant, and taps into the customer’s emotional mindset.
Practical Application of Insights: The book emphasizes actionable strategies over theoretical concepts, making it easier for marketers to implement behaviorally driven changes in their campaigns.
Avoid Overloading the Customer: Simplicity in messaging helps cut through nonconscious filters. Overloading customers with information or options can lead to decision fatigue and disengagement.
Measurement and Optimization are Critical: Continuously measure the effectiveness of your marketing efforts and optimize them based on behavioral insights to achieve better results over time.
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