In today’s episode, I will talk to Will Leach who is the CEO and Founder of Mindstate Group, a Best-Selling Author of Marketing to Mindstates: A Practical Guide to Applying Behavioral Design to Research and Marketing, and a two time winner of the EXPLOR Award for Behavioral Science Innovation. Technology has allowed people and businesses to do marketing for free, and because of this, consumers have been inundated with so much marketing campaigns. Will shares how to bring the message across differently by using four simple steps that will drive customers’ purchasing behaviors and achieve a bigger marketing edge.

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In this episode:

• Understanding the minds of customers in their decision-making process
• The four steps that you need to use to optimize behavioral marketing for your business
• Finding the higher order goal of consumers so that your brand can sell to that emotional part of their goal.
• In Will’s book, it lists nine motivations that drive the vast majority of all behaviors, but in this episode, he touches on the top three that always comes up. 
• Two types of “Approach” that will interplay with motivation and how you can use these to reframe visuals and branding   
• Triggers or emotional arousals that will tap consumers to make emotional decisions, what are these?

Resources:

• https://www.amazon.com/Marketing-Mindstates-Practical-Applying-Behavior/dp/1544512406
• marketingtomindstates.com

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