Will Leach's Marketing to Mindstates: The Practical Guide to Emotional Marketing

Will Leach’s Marketing to Mindstates: The Practical Guide to Applying Behavior Design in Advertising and Public Relations, which are available from Psychology Today (starts Jan 2010). Will Leach has spent a considerable amount of time researching and learning about how we respond to others and how we can change ourselves for the better. 

His book review in this blog concentrates on the practical side of marketing to mindstates: the practical guide to applying behavior design in advertising and public relations. Will Leach has spent considerable time researching the relationship between advertising and public relations and offers several recommendations as to how one might go about marketing to mindstates:

Will Leach points out that many in the advertising and public relations industry have “taken a page from the behavior design handbook” and have turned their efforts to studying human beings and marketing to them. In his book review, Will Leach points out that many professionals who are leaders in business and leadership roles have a minimal marketing view.

These same leaders often have an untrained view of Marketing to Mindstates, assuming that Marketing to Mindstates is like sales and that they can mimic their customers’ practices. In Will Leach’s view, these same leaders miss the boat when it comes to Marketing Mindstates mindstates. By approaching marketing from a person-to-person perspective rather than a cookie-cutter cookie-type approach, you can actually get a more authentic reaction and be more successful.

Will Leach gives several specific examples of his studies of marketing to mindstates. For instance, one study shows that when one group of children were made to think about and imagine a traumatic life event such as being dropped down a flight of stairs by their parents, they did not emotionally react with fear and panic but instead experienced an increased sense of happiness and curiosity. This study proves that emotional reactions are the key to effective marketing. Will Leach also looks at how some organizations’ use of marketing to mindstate behaviors may actually be counterproductive. His book review points out that this is one of the best books on the topic since it applies to marketing and psychology in general and social networking.

Will Leach offers up-to-date information that can help you reach your goals. The book review focuses on his book’s first section, the Mental Strategy Section, which consists of ten organized chapters that focus on one of the major aspects of mindstate marketing. These chapters include The Importance of Mindstates for Motivation, What Are Mindstate Marketing and Mindstate Representation, The Four Adversaries of Marketing and Business Promotion, Getting Your Employees Involved, and Mindstate Marketing and Employee Development. Will Leach also includes a good amount of helpful advice regarding choosing a project or strategy, managing change, and motivating employees.

The book review also addresses some of the more difficult marketing decisions and offers solutions. These include: Finding a business mentor, understanding marketing concepts, making marketing communications easy for everyone, developing an effective marketing plan, and managing changes. Each of these chapters has a strong practical application and valuable tips for making your marketing plan more effective.

Will Leach has taken the basic concept of marketing, mindstates, and turned it into a very readable and engaging guide. You don’t have to be an advanced marketer to understand this book and its purposes. Even if you have no experience with mindstates, marketing, business, or psychology, you will find this book extremely useful. If you are planning to use mindstates in your marketing efforts, then this is a great introduction book to help you understand the basics of how mindstates affect marketing. For a more detailed description of the contents of this book, please visit my website.