In this episode of The ROI Online Podcast, host Steve Brown interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group.
Will’s background is diverse; he performed poorly as a student and was a military man before transitioning to a career in economics, focusing on future prediction. From there, he went to Azusa Business School and studied market research. While working in marketing, he began to draw connections between market research and behavioral psychology.
Ultimately, Will found that rational economics, the standard tool in market research, missed a crucial component of effective marketing strategy. It held that no change in the environment should mean no change in a population’s consumer patterns; however, it failed to reckon with the emotional aspect of the consumers. In reality, consumers are shaped by emotional reactions, which is why appealing to such things as the scarcity effect and goal theory makes marketing more effective.
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In Will’s own work, he markets to mindstates rather than people, allowing himself to honor the complexities of real people. His science-backed methods have proved enormously fruitful for him, and he is especially passionate about helping small businesses develop a consistent marketing strategy, and about helping entrepreneurs see that they can implement the marketing techniques he’s shared without a significant financial commitment.
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Learn more about Will Leach on LinkedIn and Twitter, and at marketingtomindstates.com.
Read his book, Marketing to Mindstates.
Be sure to check out their new website, mindstategroup.com!
Get Steve Brown’s book, The Golden Toilet.
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