MARKETING TO MINDSTATES

Applying Mindstate Marketing for Consistent

Brand Growth in 2020
Behaviors can be broken into four psychological factors which can be
leveraged to drive marketing effectiveness

GOALS MOTIVATIONS APPROACH HEURISTICS

What Why How How

you want you want it you frame it you decide

Goal Motivational Regulatory Fit Behavioral

Theory Psychology Theory Economics

Activate Prime Frame Trigger

What they Why they How to Actions
want want it approach it
Political, social, economic and biological forces are changing society
Higher-order goals are rapidly changing in 2020

CONTROL

RELEASE
SAFETY
These goals link directly to subconscious mindstates

5
Subconscious mindstates are activated in moments of emotional arousal, or
a hot-state. When in hot-states, we are more open to behavioral marketing.

• The Science Behind Emotional Marketing

• Mindstate Marketing is significantly more effective at driving

consumer behavior because it engages “the heart” and “the mind”

• Overlays onto any brand model or story to increase brand

consideration and drive consumer choice

• Each mindstate has a unique messaging blueprint that outlines the

messaging strategy and detailed tactics needed for optimizing
marketing communications
APPLICATION IN 2020
First, Activate Higher Order Goals
How can you help your customer’s reach their goals of feeling
SAFETY, CONTROL or RELEASE?
Step 1: Which of these can you rightfully apply in 2020?

SECURITY EMPOWERMENT ENGAGEMENT

To feel secure, safe and To feel authorized and To feel captivated, excited
protected from threats equipped to act and absorbed in activities

The Science of Why? David Forbes

Motivation: Biological, Psychological, and Environmental. Lambert Deckers 4th Edition 2014
Step 2: Integrate this feeling into your creative – BE OPEN

SECURITY EMPOWERMENT ENGAGEMENT

[safety] [control] [release]
Rest assured our There are no surprises Connecting with
platform won’t fail with Zoom. Every family is easier than
you as you migrate to option you need ever. Don’t miss
virtual meetings. comes with this meaningful moments.
package.
Step 3: Be mindful of the moment, not just your brand

Yes! Ouch.

“…minimal contact”
“Let us take care of you while you take care of yourself.”
Next, Prime Their Motivational Need
How can you message to their emotional purpose –
WITHOUT changing what you stand for as a brand?
Consider ways you can help people…

SECURITY
To feel secure, safe and
protected from threats
▪ Protect themselves and their possessions from loss or misuse.
▪ See your strong experience and expertise.
▪ Realize you have tried and true solutions with concrete reasons and
examples of loss being avoided by using your brand.
▪ Understand that process and structure was used in the design of your
product or service.
▪ See your collaboration with others – especially if those others are in a
position of authority.
– Signed emails with titles like SVP Operations; Director of Compliance
– Endorsements by credible agencies (federal, state and local authorities)
Consider ways you can help people…

EMPOWERMENT
To feel authorized and
equipped to act
▪ Avoid restrictions that limit their ability to act as they see fit.
▪ Limit friction while interacting with you or others.
▪ Control important aspects of their experiences.
▪ Choose between three and five possible options or packages.
▪ Select their specific, increasing levels of service.
– Bronze/Silver/Gold
– Personal/Partner/Professional
▪ No surprises! If you must, be sure to provide extra notice when you
need to change expectations and their choice of solution.
Consider ways you can help people…

ENGAGEMENT
To feel captivated, excited
and absorbed in activities
▪ Make their home their personal sanctuary.
▪ Increase the number/intensity of tranquil, happy moments.
▪ Engage multiple senses to set the mood. Think brand experiences!
▪ See their “aspirational selves” and what is possible.
– Avoid direct eye contact in photos so they can imagine themselves in
these moments, NOT spectators of others.
• Highlight how they will feel fully engrossed when using your brand.
• Provide novelty by emphasizing change and innovation.
• Plan for the day when they can leave their home for a new refuge.
Mindstate Marketing Blueprints provide much greater depth
DOWNLOAD THESE BLUEPRINTS AND
OTHER FREE MINDSTATE MARKETING
RESOURCES

Mindstategroup.com/resources

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