Marketing to Mindstates

The Practical Guide to Applying Behavior Design to Research and Marketing

By: Will Leach

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Paperback | 9 October 2018

At a Glance

Paperback
260 Pages

Dimensions(cm)
21.59 x 13.97 x 1.5

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$64.75

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Your nonconscious mind will filter out more than 99 percent of marketing you "see" today. Traditional marketing simply doesn't work in today's complex world. To reach today's customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors-a process called Behavior Design. In Marketing to Mindstates, Will Leach, founder of TriggerPoint Design, a leading behavior research and design consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you specifically how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement. With this book, researchers and marketers will finally have a practical guide to creating behaviorally designed marketing that psychologically breaks through your customers' nonconscious to drive new behaviors and topline growth.

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