Marketing would be easy if it wasn’t for one thing: humans. Humans are complex beings, which can make engaging them a real challenge, even for the most experienced marketers. Fortunately, once you understand how your customers are wired, you can secure their attention and drive them to act.
Behavioral science involves studying the psychology behind the steps people take when making a decision. It means considering, identifying, and targeting your customers’ subconscious mindstate: the temporary state of mind consumers experience when they shift from rational to emotionally-driven decision making.
While most advertising strategies look at industry best practices, behaviorally designed marketing looks at scientifically proven tactics you can follow to achieve a consistent lift from your marketing. It’s the same formula outlined in Marketing to Mindstates, the best-selling book that has revolutionized marketing in the digital era.
Whether you manage an international conglomerate or a small business, science-based marketing will help you get better results, again and again. It cuts through the clutter, allowing you to create messaging that customers not only hear but can’t get enough of. To learn more, purchase Marketing to Mindstates, sign up for a workshop, or set up a meeting with our team.
There are 18 possible mindstates.
Mindstates marry one of two regulatory approaches (Optimistic or Cautious) with one of nine core human motivations.
Achievement — These customers purchase a product or service to feel successful, accomplished, and achieve closure by reaching a goal.
Autonomy — These customers purchase a product or service to feel unique, independent, and free to act.
Belonging — With this mindstate, a customer will buy a product to feel aligned, accepted, and a part of something bigger than themselves.
Competence — These customers are driven by the need to feel capable, qualified, prepared, and skilled in an activity.
Empowerment — When seeking products or services, these customers need to feel empowered, authorized, and more in control of their situation.
Engagement — These customers need to feel captivated and fully absorbed in their activities.
Esteem — Similar to belonging, these customers seek products that make them feel approved of, praised, and admired by others.
Nurturance — These customers need to feel or provide appreciation, love, and care and seek products that meet this desire.
Security — When in this mindstate, customers seek products or services that make them feel secure, safe, and protected from threats.
You shouldn’t have to feel anxious every time you launch marketing, wondering if it will actually move the needle and drive real growth. Check out our various options to find the solution that is best for you. Each solution will provide varying levels of depth and skill to take you to the next level of marketing success.
Once you solution is applied, your marketing is well on its way to being in the top 10% of all marketing out there today. And with more effective marketing comes greater control over your personal and business success.
As the foremost experts on behavioral science-based marketing, MindstateTM Group provides marketers with resources so they can apply MindstateTM Marketing to their business. Our suite of services guides you through the complexities of behavioral science so you can create irresistible messaging that drives people to act.
