Marketing to Mindstates: Behavior Design for DTC eCommerce With Will Leach

Up Arrow Podcast

Will Leach is the Founder of Mindstate Group, a behavioral research and brand consultancy that specializes in identifying the unconscious factors driving consumer behavior. As the world’s leading expert on subconscious mindstate research, he works with innovative brands to uncover actionable consumer insights. Will is also the best-selling author of Marketing to Mindstates and is a Behavioral Design Instructor at the Texas A&M Human Behavior Lab.

In this episode…

Have you ever been captivated by an ad that seemed to read your mind or wondered why certain products make their way into your shopping cart almost without thought? Behavioral psychology plays a huge role in consumer purchasing decisions. So how can you leverage psychological mindstates in your marketing?

According to passionate behavioral marketer Will Leach, mindstates are emotional motivations that make consumers susceptible to influence. In these moments, they’re more likely to make rash, subconscious decisions that satisfy demands. Marketers can leverage these mindstates to influence purchasing decisions and drive brand awareness. Behavioral marketing techniques include employing visual cues to increase your ads’ stopping rate and developing a frame of reference to give your product a competitive edge. However, these strategies only capture short-term attention. To sustain brand loyalty, you must shift from emotional allure to demonstrating your products’ rational benefits.

In this episode of the Up Arrow Podcast, William Harris converses with Will Leach, the Founder of Mindstate Group, about the practical applications of behavioral marketing. Will talks about the influence of the environment on purchasing decisions, how brands can harness psychological cues to create persuasive marketing campaigns, and why brands struggle with rapid growth.